HBR IdeaCast
Behind the Boom in Celebrity Brands
May 7, 2024
Ayelet Israeli, a Harvard Business School professor and co-author of the article on celebrity brands, dives into the explosive trend of celebrities launching their own businesses. She discusses how social media and direct-to-consumer sales have fueled this phenomenon. Israeli highlights successful case studies like Kim Kardashian’s Skims, pointing out the need for authenticity and quality. She also shares key insights for both famous and non-famous entrepreneurs, emphasizing effective storytelling and engagement to build consumer loyalty.
26:34
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Quick takeaways
- Social media and e-commerce drive celebrity brand growth through direct consumer engagement.
- Successful celebrity brands emphasize authenticity and product quality for consumer acceptance.
Deep dives
Factors Driving Rise of Celebrity-Owned Brands
The growth of the creator economy and influencer marketing has propelled celebrity-owned brands. Social media has enabled direct communication with fans, fostering a more intimate connection. E-commerce and direct-to-consumer branding have simplified brand launches. Celebrities leverage social media channels to directly reach consumers, reducing marketing costs.
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