Selling out or becoming a brand ambassador?

There’s a fine line between becoming a brand ambassador and people thinking you’re selling out. While some celebrity-company match ups seem made in heaven, others come across as blatant publicity stunts.

Joanna Lumley for M&S (source:

So, as a celebrity or as a brand manager, how do you strike a balance and find the perfect match?

Some partnerships just seem to be better and make more sense than others. How would you rate these partnerships, for example?

  • Joanna Lumley and Marks & Spencer
  • Lenny Henry and Premier Inn
  • Freddie Flintoff and Morrisons
  • Kylie Minogue and Lexus
  • Chris Kamara and Ladbrokes

It’s always going to be easier to find a top celebrity to represent a premium brand, but if your product is more mainstream, value-based or contentious, it might be a challenge.

An endorsement isn’t always the way to go, but if you’re going to try it, make sure you think about your brand values and who might be the right fit first, long before you sign on the dotted line.


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