How do you solve a problem like… getting the most out of a Super Bowl star endorsement?

Caroline Reed, chief executive officer, Creed Consulting

The practical challenges that come with celebrity endorsements – cost, potential negative press, overshadowing the brand – are well known. But the benefits of selecting the right endorser can be a catapult to making a brand relevant to key consumers. Above all, people respond to endorsers who are authentic and trustworthy.

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By: Sam Bradley