When mud sticks, make sure you’re covered

Polly Devaney (MW May 26) notes the effects of fame and misfortune on brands that are endorsed by celebrities. Our – perhaps prurient – interest in celebrities makes them ideal brand heroes, especially for hard-to-reach markets, but our interest in them also makes them targets for people with a story to sell. Many brands continue to successfully use celebrities as a key to their market, but they should always ensure they have the support of a death and disgrace policy, to protect the brand’s integrity should it become the object of public ridicule. A policy which can include reimbursement of costs and the expense of relaunching with a replacement figurehead not only extends the opportunities to use high-profile figures, but reduces the risk of problems.

Charles O’Reilly

Marketing director

Tyser Special Risks

London EC3A

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