That’s the problem with people endorsing products. More likely than not, they will let you down. Pick a mouse (sorry Mickey) or the Rock of Gibraltar to be the face of your company. They are less likely to do stupid things.
Now it’s Jared. Yes, that big guy who ate all those sandwiches at Subway to drop all those pounds. He is now in a whole lot of trouble doing/seeing unconscionable things. Whether they find him innocent or guilty, the damage is done.
Brands come alive in our heads and in our hearts through a network of meaning(s) assigned to the multiple associations at the ultimate moment of truth — when the brand interacts with us or vice versa.
Subway quickly suspended the relationship, but it may be too little too late. The long term effects will play out over time. For the time being, Pizza sounds like a safer bet.
And one other thing — stay away from people who make horrible choices.
About Hemant Rustogi