Social Currency with Sammi Cohen cover image

Why Some Celebrity Brands Flop While Others Break the Internet

Social Currency with Sammi Cohen

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The Impact of Authenticity on Celebrity Brand Success

This chapter explores the divergent journeys of celebrity brands like Ivy Park and Skims, emphasizing the importance of authenticity and personal connection to product success. It argues that while celebrity status can attract initial attention, true customer loyalty is built on product efficacy and trust.

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