Why do celebrity-backed brands often fail?
The way people sometimes talk about marketing, that should be impossible. If marketing is merely about getting attention, growing awareness, and becoming a known quantity, celebrity brands should be invincible.
In fact, from that perspective, a high-profile failure should be impossible, right? That very profile should insulate the brand from obscurity and low sales.
But the fact is, everyone can know who you are and still not buy from you.
The loudest person in the room doesn’t necessarily have the most friends.
That’s because marketing requires a certain set of mechanics to work, not just attention.
It’s not enough to get noticed, we have to turn that notice into interest by demonstrating our value at a distance.
By showing the people whose attention we’ve earned that we have overlapping values, priorities, and tradeoffs.
So they don’t just know we exist, they believe we can help.
It’s not enough to be known, we must be believed.
Kelford Inc. shows you the way to always knowing what to say.