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:
“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.