Tag Archives: Ad Age

November 18, 2010

Trouble on the Front Line of Authenticity

Trust in peer networks takes a nosedive Let’s assume your business is overflowing with 100-percent genuine authenticity. As it should be. Now, what’s the best way to broadcast and cultivate that authenticity? Social networking, right? Not so fast: already, the credibility of social networks among consumers isn’t what it used to be.

Posted in Marketing, social networking | Also tagged authenticity, Christina Smedley, Edelman, Facebook, Marketing, Neurobranding, neuromarketing, PR, Richard Edelman, Social Media, social networking, trust, USC Marshall School of Business, Wired | 2 Comments

February 1, 2010

Celebrity endorsements can be deadly

Harnessing a big name can be a big asset or a big problem. A few years back we worked on the Green Belt Movement’s fundraising materials. One of our goals was to manage founder and Nobel Peace Prize recipient Wangari Maathai’s growing celebrity presence vis-à-vis the organization. Maathai might inspire, but donors actually gave to the [...]

Posted in Marketing | Also tagged actor, advertising, Africa, AIDS, American Family Publishers, Best Buy, Bono, Branding, Business Week, Cattlemen's Beef Board, celebrities, Christy Turlington, Ed McMahon, George Foreman, Green Belt Movement, James Garner, Jared Fogle, Kobe Bryant, Like a Prayer, Madonna, Martha Stewart, McDonalds, Michael Jordan, Newsweek, Nike, Nobel Peace Prize, Noreena Hertz, Paul Marcarelli, Paul Newman, pitch, promotion, Red Campaign, Shaquille O'Neal, spokesperson, Steven Spielberg, Subway, The Debt Threat, Tiger Woods, Verizon, Wangari Maathai | Leave a comment

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