A solid endorsement from a respected spokesperson works magic in the marketplace, providing a direct line to consumer trust that no amount of marketing copy can deliver. That’s why brands spend billions to hitch themselves to celebrities and athletes. Of course, that connection backfires when scandal hits; look at how quickly companies canceled their endorsement deals with Tiger Woods and Lance Armstrong when their images disintegrated.
All access premium subscription
This content requires a subscription to Nutrition Business Journal.
As an NBJ subscriber, you receive 10 issues a year and access to the exclusive “NBJ subscriber only” content on newhope.com (excludes three-month subscriptions), which includes PowerPoint presentations, select data charts and archived articles. Subscribers also receive a 10 percent discount on data charts, comprehensive market research reports and webinars.
Email info@nutritionbusiness.com for more information about subscribing.