Don't Hide Behind Famous Faces

Hitching your brand to a celebrity's star won't help you win over the girl market. In fact, it could backfire completely

Welcome to another insider lesson on girl-targeted marketing. Pay strict attention, because today's topic is one of marketing's most damaging obsessions. If you watched the Super Bowl and saw Jessica Simpson prancing for Pizza Hut (see BW Online, 2/6/06, "Super Bowl XL's Also-Ran Ads"), you already have insight into the potential perils of "celebrity-ism." The marketing trend is one of the biggest mistakes being made in the 21st-century girl market.

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