Hollywood, hunk Bruce Willis once served as a spokesman for Seagram’s Liquor & Spirits.
Soon the company severed the connection with the star because he was arrested for drunken driving! Can it get more ironic than that?
Back home, Thums up dumped our very own Greek God Salman Khan after he was arrested because of an alleged hit-and-run episode caused apparently because he was drunk while driving. But then celebrity endorsements are known to be high profile, high impact and high-risk. Companies who use public figures for endorsements have to make quick decisions when one of their endorsers comes under fire - lest their own image takes a beating.
This thought is nicely conveyed by one American copywriter called Apryl Duncan as “Guilty by association in the eyes of the consumer.” Our cover story this issue, “Star Struck” by Manoj Khatri does a critical appraisal of the strategy of using celebrity endorsements for branding.
Our other highlight this issue is the interview of four heavyweights from the world of global marketing, who share their views on branding of a nation. In an exclusive with Strategic Marketing, renowned brand strategists Simon Anholt, Dr Paul Temporal, Dr Peter van Ham and Dr Wally Olins show how a country’s strength can be leveraged to create a powerful brand. The new government at the centre will do well by heeding their advice.
From time immemorial, admen have used semantics to cajole customers into buying the brands they advertise. And words do have the power to influence preferences, and forge strong relationships between consumers and brands, provided that they are used properly, says Sorab Mistry in his commentary the use of semantics in advertising.
This issue’s case study is unique in the sense that it analyses the impact of a social marketing campaign. The Balbir Pasha Story was the runner up at the SPJIMR Marketing Awards held earlier this year. Jointly organised by SP Jain Institute of Management and Strategic Marketing, the case study competition was a treasure trove of marketing insights.
Then, there are two articles on strategic brand management. One deals with branding issues that MNCs face in India and the other brings out the importance of brand valuations. There’s an article on strategic options in the general insurance sector by Dr Ranjan Das and Raveendra C and one on customer loyalty by Sampa Chakrabarty Lahiri.
Plus the usual fare: articles and books recommended and the marketing quiz. All in all, an issue that is sure to improve your marketing quotient. Happy Reading!

Bhaskar Das
Director
The Times of India Group
bhaskar.das@timesgroup.com