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Celebrity Sells
Book

Celebrity Sells

Hamish Pringle
Wiley, 2004
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Editorial Rating

9

Qualities

  • Innovative
  • Applicable

Recommendation

Hamish Pringle has written a thoughtful, crisply-paced book exploring the power of celebrity and how that power can be harnessed in marketing. The book focuses on the U.K. - thus, many of its case studies and celebrities will be unknown to those who haven’t spent time in England - but its core message transcends national borders. Even those who have often had to deal with celebrities will still learn ample lessons, while those who have never dipped their toes in the celebrity marketing pool will find this essential reading. It is a textbook for avoiding many pitfalls of star marketing. getAbstract.com recommends this useful, insightful book to marketers and executives who are considering their first foray into the celebrity arena or re-thinking their use of celebrity marketing.

Summary

The Impact of Celebrities on Everyday Life

Products must find some level of fame before consumers will buy them and, just as famous actors command higher fees, famous brands are more valuable. For marketing purposes, celebrity must be accompanied by real value.

Who is a celebrity? A celebrity is someone who is venerated, respected and known for being good at something (besides showing up in ads). Celebrities play an important role in people's lives. They provide "research and development" for the rest of us, trying out new trends and ideas. They demonstrate how to dress, where to live, even what kind of body to admire or desire. This is not new. Celebrities have set trends for centuries. What is new is the public's access to celebrities today through the media, especially photography. Hollywood is built on creating celebrity archetypes. Hair care and cosmetics companies typically rely on celebrity faces in their ads. Soccer star David Beckham has become a powerful celebrity, in part, because he changes his hairstyle, implicitly giving millions of men permission to do the same.

In the fashion world, the outré outfits displayed on haute couture...

About the Author

Hamish Pringle, a former vice chairman and director of marketing at Saatchi Saatchi, is the director of Brand Beliefs, Ltd., and the IPA consultant Director of Marketing Strategy. He is the co-author of Brand Spirit: How Cause Related Marketing Builds Brands.

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