An industry expert has warned technology firms of ‘diluting’ their brands with celebrity endorsements, following Guardian journalist Jean-Louis Gassée’s attack on Apple’s Siri adverts.
Gassée hit out at the super-brand’s star-studded campaign, branding it ‘pernicious’, adding: “… they detract from Apple products’ own well-deserved and well-earned celebrity.”
Starring glittering Hollywood names including Zooey Deschanel, Samuel L Jackson and Martin Scorsese, Gassée believes the campaign communicates a ‘new message’ for the brand.
“Until the Siri celebrity campaign, Apple products had always been the focus of Apple marketing. The product is the hero.
“The recourse to celebrity endorsement sends a new message: the product isn’t strong enough, it needs the propinquity of the famous.”
The article comes just a few weeks after gaming firm Nintendo added the Cruz sisters to its array of celebrity endorsers. Freelance technology and showbiz writer Bertan Budak say technology brands should take a step back when choosing celebrity endorsers and base decisions on a connection to the brand rather than on notoriety.
He explained: “A lot of brands choose celebrities that seem to have no logical connection to the product or service.
“The volume of celebrities seems to dilute the message rather than enhance it. The real value is in building long term relationships that create a face for a brand.”
Paul Berney, CMO and managing director, EMEA for the Mobile Marketing Association also believes that these relationships bring the most benefit to technology companies: “A lot of companies look to capitalise on the short-term benefits of celebrity sparkle but it is the brands that find credible endorsers that reap the highestrewards.
“Ambassadors that combine credibility in their own field as well as the field of the brand with common long term aims can be a powerful asset. But the balance needs to be right.”