Personal Brand & Positioning
Do celebrities in Super Bowl commercials hurt the brand?
Answered independently in 1 episodes. Every line below is verbatim from the transcript, timestamped to the moment it was said.
The short answer
What the archive says
01Celebrities can act as 'attention vampires' — Tyler cites Tracy Morgan in Rocket Mortgage, Michael B. Jordan in the Amazon Alexa spot, and every Drake ad they've tested as cases where the star out-brands the brand. source →
In their words
What was actually said
The former advertisement that I was describing, that's more detailed oriented that is all about the product is likely to drive a left brain bias and is likely to drive a more detailed oriented response in the brain. Whereas a Super Bowl ad is likely to drive a higher right brain bias because you have all this higher production quality and you have these celebrities or these to more creative elements, if you will, that could potentially take away from branding.
The episodes