It’s bad enough when you mess up your own publicity stunt and damage your own brand. It’s worse when you drag someone else into it.
A celebrity is a brand. Some of them have better brand management than many companies. (and some much worse) Yet, it seems to be the marketing idea du jour for companies to randomly pick a celebrity brand out of the phonebook and use it in their own marketing campaign without consultation or approval from the celeb. (See also – Taco Bell vs. rapper 50 Cent.) What it is — is lazy marketing. Instead of building traction with your own attributes, it’s easier to leech onto something else to create an artificial buzz.
Leaders of both Dr Pepper and Taco Bell (who is countersuing) have said in official statements in response to lawsuits from the celebs that they can’t understand why Axl and 50 can’t just take the events in the “fun” they were intended.
What if I started using Dr Pepper’s and Taco Bell’s brand assets to market my business? A chihuahua that appeared on stage with me at speaking engagements. A book entitled the “23 Flavors of Marketing”. I wonder if they think that would be “fun” or would their lawyers attack me with a cease and desist?