Summary of Celebrity Sells

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Celebrity Sells book summary
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Rating

9 Overall

9 Applicability

9 Innovation

8 Style

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.

In this summary, you will learn

  • Why celebrities will always have enormous power in shaping consumers’ choices;
  • How a celebrity and brand can join forces;
  • How to ensure you’re choosing the right celebrity for your brand and campaign; and
  • How to approach negotiations with a celebrity.
 

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.

 

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.

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