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By Aneysha Pearce, February 18, 2009 — All the press coverage and online buzz about Michael Phelps’ unfortunate and wildly publicized “marijuana incident” underscores the importance of making appropriate, “on brand” choices for celebrity endorsers.
Clearly, winning eight gold medals – and all that goes with being a superb athlete – makes Phelps a highly sought after individual. But when a celebrity endorser is caught making less than ideal choices for the world to see, it puts the company’s brand and reputation on the line.
... continue reading
Advertising Age, November 24, 2008 — If there was one thing Americans learned about Michael Phelps during his history-making eight-gold-medal run at the Beijing Olympics — other than that he can swim really, really fast — it was that he really, really likes McDonald's
By Eloy Trevino, May 17, 2007 — "Subway – Eat Fresh” describes one of the great brand positions of recent decades. While the fast food world built an epicenter around pre-cooked bacon burgers and super-sized fries, Subway built an empire by owning “healthy” in the middle of an obesity epidemic. And it did so with a gift from the marketing gods – Jared Fogel.
Over pizza, however, this subway has derailed.
The company recently unveiled plans for selling a deep-dish pizza in its U.S. stores. This full fat, pre-made (read:... continue reading
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