I've written about brand celebrity endorsements in the past. In one of my articles, A new kind of brand ambassadors: famous entrepreneurs, I talked about the growing tendency among brands to form partnerships with famous people other than actors and musicians. A whole new kind of brand ambassadors is emerging. In this article, I talked about a Swiss watch brand Maurice Lacroix choosing Wikipedia’s founder Jimmy Wales as its brand ambassador.
And here’s another interesting example. H&M, a Swedish fashion brand whose strategy revolves around frequent brand partnerships (usually, with famous designers and performers), has launched a fashion collection co-branded with a fashion blogger Elin Kling.
It seems that brands are moving away from associating themselves with famous and glamorous people towards working with those who have a lot of personality.
As we've seen in the story of Ice Watch, its founder went a step further, hiring an unknown girl from a Dutch village as the face of the brand. There's surely a tendency emerging in the world of marketing and branding, where companies want to connect to their customers in more genuine ways, moving away from celebrity status towards something more real, and yet convincing and glamorous.