How to Find the Celebrity Who Embodies Your Audience

When it comes to signing on celebrity endorsements, most brands are looking for the hottest celebrity they can find. But landing a huge star is no guarantee of brand success — just look at Alec Baldwin and Wegmans Food Markets or Kim Kardashian and QuickTrim. These brands assumed that the star’s popularity would do the work. It didn’t, and the promotions failed.

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