6 brand endorsements gone bad

My last two articles were dedicated to the subject of brand partnerships. I gave several examples of brands which enhanced their positioning by having established short or long-term partnerships with other brands.


Although good brand partnerships can give your product or service a lot ofbenefits, badly selected brand partnerships are a danger to any company.  Whilst associating your brand with another product or service brand can be considered relatively safe (provided you've done all the required steps to select your brand partner correctly), celebrity brand endorsements which involve people are a much more risky thing to do.


Before you decide to sign a sizable check to a celebrity who'll be promoting your product publicly, make sure you have full trust in this person.  Are you confident that your chosen celebrity demonstrates the right mix of integrity, maturity and emotional intelligence necessary to represent your precious brand? If not, consider other options.  Here's a list of brand endorsements gone bad. Study these examples and avoid these kinds of situations as much as you can:

1) Abercrombie & Fitch pays a reality show star for not wearing A&F clothes

2) Kellog drops Olympic star Michael Phelps for smoking marijuana

3) Wrigley stops a deal with singer Chris Brown for his assault against Rihanna

4) Walmart stops selling a clothing line endorsed by American TV host Kathy Lee Gifford after it's discovered that the clothes are made by children in a Honduras sweatshop.

5) The brand of KMart never recovers after selling products by Martha Stewart

6) Chanel and Burberry drop Kate Moss for cocaine use