In 1997, Fast Company magazine published an article by Tom Peters entitled “The Brand Called You,” in which Peters is based on his belief that the most important job a person should have is to become the CEO of his own brand. : “The brand called you” (Peters, 1997).
Peters states that every human being has the opportunity to manage (personal branding) his own personal brand. To start the process, Peters recommends that the person ask the question that any brand manager asks himself: what makes my product different? Peters advises that the person identify qualities or characteristics that distinguish him from his colleagues or competitors to answer this question. You must ask yourself what has made you stand out, what is your greatest and clearest strength, what personal trait do you consider most notable, etc., so that your personal brand offers clear benefits: is it always responsible? Is it reliable? Do your clients receive services that are adapted to their strategic needs? Etc.
Beyond job responsibilities:
The next step Peters recommends is to ask yourself – beyond job responsibilities -: What do I need to do to add remarkable, measurable, and distinctive value? What have I done that makes me proud?
The person must be aware that everything he does or does not do communicates the value of his brand. The key to personal marketing is word of mouth. So that the most important channel is with friends, colleagues, and clients. For example, in the people with whom there is some type of contact or relationship. Since what they say about the person and their contributions is what the market will measure as the value of the brand (Peters, 1997).
Motive of Peters’ article
Peters’ article urged his readers to develop their own personal brands strong, solid, and clear. So that this would allow them to build their personal and professional lives with higher expectations of success. For example, it invited the person to define his own life’s mission and vision, work on personal projects, etc. Either way, it is a fact that the people around us, or those with whom we have communication by any physical or virtual means.
Form an image or impression of our person, from the footprints and marks that we leave on our interactions with them. Whether because of what we do or stop doing, because of our ways of doing and not doing, because of our ways of being, dressing, speaking, etc.; For this reason, it is extremely important to become aware of this fact and act intentionally.
In this same sense, celebrities are people who have brands with great impact potential. Which is why they have always played important roles in marketing projects. The common denominator of famous people is their fame; that is, they are widely visible. As Chapman and Leask mention, “by definition, celebrities are worthy of being news” (2001). It is not the case that famous people are necessarily famous, that is, worthy of applause or celebration; a person can become famous for various reasons contrary to talent, intelligence, or the common good.
The celebrity endorsement consists of supporting or endorsing the Promotion of a product in the personal brand of a celebrity. So that it can be translated as “celebrity endorsement.”
This marketing practice is one of the most used strategies for Promotion. It seeks to enrich the value of the product with the value of the celebrity’s personal brand. Halonen-Knight and Hurmerinta suggest that celebrity endorsement should be an alliance of brands. Since the meaning and importance of both brands are transferred from one to the other (2010). It makes a lot of sense since both the celebrity and The Product (which may be another brand) can benefit from the image, value, and meaning of its counterpart.
Cases of celebrity endorsement:
Some outstanding cases of celebrity endorsement in commercial marketing are also available. For example, the advertising campaign for Old Gold cigars that included the image of Babe Ruth. Also the Promotion of Shampoo Luster-Creme with the image of Marilyn Monroe. in addition to the above, the image of Muhammad Ali at the d-CON Roach Traps box. And Leonardo DiCaprio advertising TAG Heuer watches, Michael Jordan advertising Nike. Taylor Swift is diet conscious, so she is promoting Diet Coke, etc.
Celebrity Endorsement with Social marketing projects:
The celebrity endorsement is also applicable in social marketing projects; for example, the image of ‘Magic’ Johnson helped understand the condition of AIDS carriers; Muhammad Ali suffered from Parkinson’s disease while contributing to the social and human understanding of the disease. The image of Princess Diana raised awareness of bulimia. Keith Richard from The Rolling Stones has contributed to position the social problem of heroin addiction, etc. All of them have contributed, with their marccelebrity personalities, to develop social awareness of these issues (Chapman & Leask, 2001).
Note that in the celebrity endorsement, the benefits or damages can go both ways. In the best of scenarios, the benefits are mutual. But there have been cases of companies that have cancelled their contracts with celebrities that have not maintained the value of their personal brand. And also cases of celebrities that have been affected by promoting commercial products that have lost social value, or social causes that have proven ambiguously valuable.