Fictional characters can boost a brand’s appeal for decades (see Tony the Tiger) with no risk of scandal (see Tiger Woods)
One of the most enduring lessons for marketers from the Tiger Woods scandal is that, no matter how attractive celebrity spokespeople may seem, they’re only human. When accusations about Woods cheating on his wife came to light, things got tricky for companies like PepsiCo, Procter & Gamble and Accenture that had spent millions of dollars on ads featuring the golfer.
Sometimes it’s better to....