Paris

Celebrity endorsement has taken center stage with all that’s going on in Tiger’s world these days.  When you use a celebrity (or a sports league for that matter) in your marketing, what you’re really doing is borrowing brand equity.  That’s why I find what this article points to as so confusing:  why would anyone in the right mind want to associate themselves with this train-wreck?

What message does an association with Paris Hilton send?  My brand is all style and no substance?  It doesn’t really have any talent but is a spin-off from a well-known, substantial brand so pay attention?  Or maybe your brand is featured in a sex tape?  Obviously she’s not right for an underwear brand since..well..photos don’t lie.

The problem isn’t really Paris but the passing of having to earn true celebrity based on accomplishments.  Howard Kurtz sums it up nicely:

Celebrities once formed a relatively exclusive club, until the explosion of media — and Twitter-like attention spans — devalued the currency. “Extra” and “Entertainment Tonight” and “Access Hollywood” and TMZ and In Touch and Life & Style and OK! constantly needed fresh fodder. Not only did C-list party girls manage to attract attention — what, exactly, are Nicole Richie and Kim Kardashian famous for again? — but television had to manufacture stars to fill the pipeline. The harmless glitter sprinkled on “American Idol” winners gave way to Jon and Kate, Octomom, the Balloon Boy dad and the publicity-hound Salahis — dysfunctional people who wanted a slice of reality-show fame and would push the boundaries, ethical and otherwise, to grab it.

I think we need to bring back shunning.  I want these fake celebs to go away.  Forever.  Note to companies:  I literally turn off the TV or turn the page when I see Paris or anything Kardashian.  Who’s with me?