Why do we judge and criticize, when we don't really know the details ?
Because it's a drum forum...it's fun (part of human nature--be it good, bad, or indifferent)
Do celebrity endorsements work? Ahhhh, yeah. Marketers call this the transitive property
I believe. But do they really help sales? Most studies have focused on what the announcement
of a celebrity endorsement does for the stock prices of the companies in question.
With athletic celebrity endorsements (adverts) stocks go up roughly a quarter of a percentage
point, on average, with a celebrity endorsement, sales for products endorsed by athletes go
up by an average of 4%. In the end however, it is part of out fallen state--idolorty.
We seem to crave connection to the famous and the powerful! This is several steps or
stages away from cannibalism--eating the flesh or body parts of what one admires or wants
for them self. It is that specific celebrity objects can impart the "essence" of those who have
handled them or owned them before us. I mean, Gatorade just broke the secret mold years
ago and said it flat out, "BE LIKE MIKE!"
Look at it another way. Why buy a President's golf clubs or an actor's old car? I believe
the elephant in the room here is called an "autograph." Maybe taking a picture next to
a celeb is right behind this, "Look at ME...I know _______!" Name dropping is right up there
as well.
It also works both ways. When a celebrity falls from grace, we tend to go in the opposite
direction. Go pick up an old Modern Drummer...look on the back cover of a Zildjian ad.
Still get motivated looking at endorsements from Steve Adler or Alan Gratzer? (well,
maybe back in the day the interest wasn't high...but you get the idea)
Vinnie with ......? His staying power is impressive, but his name for the young audience
is NOT what is once was. If you want to move the high selling entry brand of drum kits
sold at music stores around the world, Vinnie ain't your man.
Vinnie with......? If you want to give your company street creds, by all means, sign the man.
Whatever you associate with VC (greatness, creativity, diversity, name it) that then becomes
the association (link) with the company. Simple as that. Listen to the company rep when they
announce him or whomever after signing...
"We at _______ Drums are very proud to announce our association with probably the greatest
drummer of our generation, Mr. Vinnie Colaiuta. What Vinnie brings is ___________________
and we too at _________ Drums strive to do the same!"just sayin' I think watching that George Carlin vid over the weekend messed with my brain.