Comments on: Gosh darn it! Now Tiger Woods has single-handedly killed off celebrity endorsements! http://www.mercurybrief.com/2009/12/tiger-woods-endorsements/?utm_source=rss&utm_medium=rss&utm_campaign=tiger-woods-endorsements Dispatches from Global Messengers: myths, fables, lessons Wed, 25 Aug 2010 15:49:12 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Sheji Ho http://www.mercurybrief.com/2009/12/tiger-woods-endorsements/comment-page-1/#comment-207 Sheji Ho Sat, 19 Dec 2009 06:57:11 +0000 http://www.mercurybrief.com/?p=2022#comment-207 Relevancy is key here. As a teenager I was thrilled to own a pair of Air Jordan or Kobe Bryant sneakers because I worshipped these stars but seeing those Tiger Woods Accenture ads or seeing everyone (including our previous employer) jump on the Liu Xiang bandwagon prior to the Olympics is just lazy marketing. Sheji Ho Beijing Relevancy is key here. As a teenager I was thrilled to own a pair of Air Jordan or Kobe Bryant sneakers because I worshipped these stars but seeing those Tiger Woods Accenture ads or seeing everyone (including our previous employer) jump on the Liu Xiang bandwagon prior to the Olympics is just lazy marketing.

Sheji Ho
Beijing

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