Established brands should be wary when it comes to licensing deals leveraging the name of a celebrity.
I’m talking about brands that name products after celebrities. This strategy often fails because the idea is un-believable. Not everything a celebrity touches turns to gold.
There are a few exceptions to the rule. Classic examples include the “George Foreman Grill” or “Nike Air Jordan” basketball shoes.
The George Foreman Grill worked because George Foreman endorsing a grill is believable. The public knew George didn’t invent the grill but he represented the grill’s perfect customer. A big guy with a big appetite who loves his meat but doesn’t like complicated cooking.
Nike Air Jordan worked because the “shoe” was part of Jordan’s performance equipment. It was believable Jordan had input into the design and features. So it was ok to name the shoe after him.
On the other hand, we have a product like “Tiger” Gatorade. This failed because Gatorade was already an established brand – it didn’t need to hi-jack a celebrity’s name. I was always more inclined to buy Gatorade because it’s Tiger’s choice of drink. Not because it was named after him. There is a big difference.
Look at Emporio Armani underwear and its ambassor David Beckham. The brand could choose to bring out “David Beckham” underwear under the Emporio Armani label, but they don’t because they know it wouldn’t work. Why? Because people buy Emporio Armani because the brand is an expert at making great underwear. David Beckham is an expert a playing football. Where’s the connection? Naming a range after Becks would only cheapen the product and ridicule the intelligence of Armani customers.
Licensing is done best when both the celebrity and product are a perfect fit for each other. Anything less than perfect just doesn’t work.
PS. Was anyone really surprised by Tiger Woods’ shooting 68 on the opening day of the Masters tournament? I wasn’t. This is the first time Tiger has ever entered a tournament without the expectations of winning it. Given his preparation, it was ok if he didn’t perform. What a huge weight off his shoulders! He has nothing to lose. And that makes him very very dangerous.
[...] This post was mentioned on Twitter by MatCole, Australian Sport. Australian Sport said: The trick to licensing deals. And why Tiger did so well on day one of the #Masters. http://bit.ly/at0UpL [...]
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