Contrast this with the memories evoked by celebrities. When I see Pierce Brosnan I don’t think of paan masala. Sharapova does not evoke in me a desire to buy a Gurgaon apartment. Lionel Messi doesn’t prompt warm thoughts of Tata Motors. Watching a Hugh Jackman movie doesn’t remind me to switch from iPhone to Micromax.

 

And when I see Rafael Nadal, I think tennis. Not Infosys.

 

When we were discussing Infosys’ 3D billboard in Times Square on a marketers Whatsapp group, Karthi Marshan popped up with this gem of data. IPSOS research on which element promotes recall shows that sound – like the Mastercard or Titan’s “sonic signature” is the most memorable, followed by characters like Colonel Sanders. Celebrities are a significantly poorer third.

 

It makes logical sense – very often the celebrity delivers awareness and some credibility, but they overshadow your brand and often endorse multiple other products adding to a certain confusion in our mind. You also usually get just one shot at getting licensed images. In my ad agency days I managed a tea brand, Super Dust, which had secured a shoot with movie star Raveena Tandon. Unfortunately by the time I inherited the brand we were left with just one image we were allowed to use – it showed her on riding a horse. There’s only so many situations you can come up with that sort of photo no matter how good your editing skills!

 

But a character is uniquely yours, is a one time investment and you can make it appear wherever you want. So many advantages — compared to a celeb!

A real person as a perennial spokesperson for the brand adds a personal touch and authenticity. Hence the success of brands that celebrities own and can associate closely with – the Kardashians, Charlotte Tilbury, Salman Khan come to mind. Col Sanders was once a real person before he became a “character”. Recently the MDH Masala Uncle was replaced by his son – I think they would have been better off converting him to a character. Karl Lagerfield was Chanel’s long time designer, personality and then finally a character that goes with his eponymous brand.

 

The Rolling Stones launched a new album this week – Hackney Diamonds. Don’t be mean – don’t ask if they’re still alive. At 80 Mick Jagger has amazing energy. But perhaps not enough to get a good video going – so the music video for Angry uses a CGI of their younger selves – again, something you can do if you own your imagery.

 

Philip Kotler and Jagdish Sheth are marketing personalities who have transitioned their names into institutions offering education in marketing, as did consultants and accountants of an earlier era.

 

If you have a person strongly associated with your brand, my recommendation would be to hang on to them and transition them to a character as they age out.

Influencers can gain you reach and credibility. Celebrities are generally high on reach but not on credibility. Influencers tend to be lower on reach but higher on credibility in their chosen sphere. I wrote about this earlier.

Personalities help brands gain relatability and credibility. Incorporate either a person like the owner or founder of the brand or a character into your communication. You’re reading this newsletter because it’s my voice. It can’t be replicated by ChatGPT – trust me, I’ve tried!  Don’t be shy! Put your picture out there and share your values and why you believe you are making a difference.

 

 

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