2nd
The Voice of Brand: The Unexpected Celebrity
Here is an exercise for you. Match up the following celebrities and the brands you think they endorse.
(See answers below.)
| 1. Sam Waterston
2. Ellen Degeneres 3. Wanda Sykes 4. Rachael Rae 5. Queen Latifah 6. William Shatner 7. Beyonce 8. George Clooney |
A. L’Oreal
B. Priceline C. Pizza Hut D. TD Ameritrade E. Budweiser F. Dunkin Donuts G. Applebee’s H. American Express |
Recently, the latest Lord & Taylor radio advertisement captured my attention. In the ad spot, style expert and TV personality, Robert Verdi interviews young women about their shopping experience at L&T. While not everyone will recognize Verdi’s name, fashion-conscious listeners will likely respond to the confidence and enthusiasm in Verdi’s voice as he appraises shoppers’ looks. As executives attempt to revitalize Lord & Taylor’s brand, the introduction of Verdi may be a wise choice.
Consider Applebee’s. Wanda Sykes may not be a gourmet, but I bet you know her voice and her now unforgettable line “Get it together, baby!” Let’s face it, you’re probably not going there for the fine dining anyway, but Wanda Sykes makes lunch at Applebee’s sound like fun.
How about Sam Waterston? When you hear his voice you will likely trust him even if you don’t know his name. Why? For many years Waterston has portrayed the noble Jack McCoy on NBC’s Law and Order. He sounds kind, honest and fatherly. Wouldn’t you take his advice? TD Ameritrade hopes you will.
And what about a Bud with George? I’m in.
(Answers: 1. D, 2. H, 3. G, 4. F, 5. C, 6. B, 7. A, 8. E)
