Could the cult of the celebrity become a thing of the past? According to a new report by Datamonitor the answer is yes as consumers show signs of fatigue towards celebrity marketing.
The report says over-exposed celebrities have saturated the market and ageing populations mean the growth audience for celebrities is shrinking. Consumer cynicism has piqued with celebrities endorsing too many disparate products, undermining both the individual’s and the brand’s credibility, according to Datamonitor and marketers need to address a brand’s authenticity and credibility to succeed.
The research company predicted that the product itself will emerge as the next celebrity, citing the success of Apple’s iPod and iPhone, which have become globally recognised identities.
“Consumers’ relationships with these celebrity-like branded products are based heavily on participation and interaction, two behaviours that are desired but rarely achieved by everyday people in their relationships with actual celebrity idols,” commented Richard Parker, Datamonitor’s consumer markets senior analyst.
Datamonitor concludes that for celebrity branding to remain effective, marketers must make sure celebrity campaigns are underpinned by a strong brand message or story – the celebrity can then add value rather than be used to make up for a lack of substance on the actual product.