Celebrity Endorsers

Carrie Underwood might not be Beyonc or Garth Brooks in the celebrity superstar ecosystem. But the singer's participation in President-elect Donald Trump's inauguration is nevertheless a sign of the changing tides, where mainstream entertainers, from Nelly to The Village People are more publicly and more enthusiastically associating with the new administration. Eight years ago, Trump reportedly struggled to enlist stars to be part of the swearing-in and the various glitzy balls that follow. The concurrent protest marches around the nation had more famous entertainers than the swearing-in, which stood in stark contrast to someone like Barack Obama, whose second inaugural ceremony had performances from Beyonce, James Taylor and Kelly Clarkson and a series of starry onlookers. There were always some celebrity Trump supporters, like Kid Rock, Hulk Hogan, Jon Voight, Rosanne Barr, Mike Tyson, Sylvester Stallone and Dennis Rodman, to name a few. But Trump's victory this time around was ...

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Life insurance companies are balancing the increasing use of celebrity endorsers by limiting the association to short, event-led campaigns

Many brands have learnt the hard way that they risk losing equity and mindshare with controversies arising from the actions of their celebrity endorsers