Unhurried the Growth in Wide title Brands

There used to be a time when user items corporations paid musicians, athletes, and actors for endorsements, or to license their title and likeness. Nevertheless in most up-to-date years, there’s been an explosion of celebrities getting into into industry proper away, selling every thing from shapewear to tequila. Ayelet Israeli, professor at Harvard Industry College, says the boost of social media and online, direct-to-user retail accelerated this pattern, but notes that now no longer all celeb brands are a success. She explains what works and doesn’t, and outlines lessons for non-infamous entrepreneurs and established corporations. Israeli is coauthor of the HBR article“What Makes a Worthwhile Wide title Stamp?”