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THE ODD ADVENTURES OF SPOKESPEOPLE AND ENDORSEMENTS

A recent BRANDWEEK article brings to light the roles, credibility and risk of using spokespeople (athletes, politicians, celebrities, etc.) to help promote your brand.

The strength of endorsements and event sponsorships are obvious. Trek Bicycles sold a lot of bikes based on Lance Armstrong’s success in the Tour de France. Nike sells a lot of golf shoes, shirts and pants because of Tiger and I bet Buick sells a few cars because of him as well. Nike sold a lot of cycling shoes because of Lance too.

Although these cases are examples of programs that worked very out well, there are other cases that don’t. Former Atlanta Falcon Michael Vick is a stunning example of athletes gone bad, creating scenarios that can have devastating impact on a brand. I understand advertisers ran away quickly and as far way as possible.

BRANDWEEK references the New York Times article “Drug Ads Raise Questions for Heart Pioneer” that focuses on Dr. Robert Jarvik’s role in Lipitor ads and if his involvement in them are misleading to consumers.

Some of the issues outlined are: 1) the ads show him as an outdoorsman, which he apparently is not (they used a stunt double). 2) Do his credentials and actual degrees (he’s not a cardiologist or licensed to practice medicine) support his endorsement to take the drug. 3) The ads are rare example of doctors endorsing prescriptions in consumer-focused advertising – is this appropriate?

Normally endorsers or pitchmen and women don’t end up in front of Congressional committees, but the House Committee on Energy and Commerce is “looking into when and why Dr. Jarvik began taking Lipitor and whether the advertisements give the public a false impression,” according to John D. Dingell (D) Michigan, the committee’s chairman.

Whatever the outcome of this issue, the article points out that “the controversy risks damaging Dr. Jarvik’s credibility and undermining his real medical mission.” The mission to develop artificial hearts and heart pumps in the battle against heart disease, which claimed his father’s life.

This story is an interesting case study of well intentioned people (Jarvik), who have gotten caught up in potentially damaging situations. This might be a grander Congressional campaign against Big Pharma, but it underlines the importance of investigating issues that might come up when companies get involved with endorsements to build their brand. I always work with someone to play devil’s advocate to test story ideas and campaigns. It’s a good practice.

This path can be an odd adventure, but it can lead to great outcomes and not so great one. Watch your step.

Thanks for reading.

by: al krueger, president | brander
source: comet branding, BRANDWEEK, New York Times.

Tags: branding, BRANDWEEK, Lance Armstrong, Spokespeople, The New York Times