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Will the social power of celebrity threaten brands?

April 6, 2011

Molly Sims Under Attack

Used to be that celebrities owed it to brands to help make them famous and keep them in the spotlight.

They still do, but it’s going to be a different relationship moving forward.

Soccer star Lionel Messi just went onto Facebook and got 7 million “likes” in a matter of hours.

The ability for celebrities to directly connect with their audience of fans is going to open up significant opportunities for them.

Opportunities that might be able to threaten brands directly because of the celebrity power and the “exclusive” insight/access they can bring, untainted by the constraints of an over-arching brand.

It’s likely we will see some sports celebrities move outside the orbit of the traditional clothing and footwear players and go something on their own.

We can also expect more celebrities to create their own media properties as Jay-Z has just done.

They can do this because they can connect, reach, promote and importantly sell to their core fans for a fraction of the cost of traditional media.

For brands like Nike and Adidas, that have been built on the endorsement of sports celebrities, there could be some interesting changes ahead.

What about for Facebook- when will it start to treat celebrities like brands?

Posted by Ed Cotton

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