When brands tie their image to a celebrity, they take on an inherent risk.
As the fortunes of that celebrity go, so go the fortunes of said brand. There’s a way to solve this problem, though: tie your brand name to a dead celebrity.
That’s the tack that Sexy Hair took when it started using Marilyn Monroe in a series of ads. Yahoo took a deeper look into this trend
to find out why:
A star like Monroe … cannot draw any of these headlines, and is a safer bet for a company when major money is on the line. And that’s one reason why Monroe is still big business. At least that’s the perspective of Jamie Salter, Chairman and CEO of Authentic Brands Group, which owns the rights to Monroe’s estate including the late actress’s name, likeness, dimple and lips. (Salter also managed the Bob Marley estate in the past.)
“We’re not worried [Monroe is] going to get a DUI next week,” Salter says in a video on the site.
Compare that to say, Miley Cyrus, whose public image changed almost overnight after the MTV Video Music Awards, and choosing spokespeople from beyond the grave makes a lot more sense.
[RELATED: Learn the 7 elements of storytelling with video at this one day video boot camp.]
Monroe has also recently appeared in ads for Macy’s and Three Olives vodka.
The practice apparently pays off. Dead celebrity estates rake in more than $2 billion a year.
comes out with an annual list of top-earning celebs. Here’s the 2012 list