Brand Ambassadors are like rockets, they help brands get there quicker
In today’s times, we don’t have so much patience to wait for brands to be built organically, over a period of time. In this context, a brand ambassador is a shortcut to brand building – in a good way. Celebrities can help quick-borrow values such as International-ness in the case of Micromax and Hugh Jackman for instance. They can help break clutter, help get more out of a limited media budget. In this role, celebrities become and advantage of smaller brands. Yet must ensure that celebrities are used as a part of the brand’s narrative rather than as endorsers. Fitment of your brand story and the values that the celebrity stands for is paramount. The big watch out is that the brand must always be larger than the celebrity; the ambassador is the carrier of the brand’s message, nothing more.