The Drum: Have we reached peak Ryan Reynolds? The caution of brands built on the celebrity halo effect

Hot off the press: Nat is criticising Ryan Reynolds.

Just kidding, but she is exploring the downfalls of celebrity endorsed brands. You can read it on The Drum.

The leading global publisher for the marketing and media industries wanted to get our perspective on the recent success of Ryan Reynolds business sales and what that means for the longevity of those brands once they’ve been bought.

UnitedUs Strategy Partner Natalie Burns chatted to The Drum about why brands have a responsibility to live beyond their charismatic founders or exciting origin story. Because the draw of Deadpool doesn’t last forever.

READ THE ARTICLE: Have we reached peak Ryan Reynolds?

Following Mint Mobile’s recent acquisition by T-Mobile and the $600 million sale of Aviation Gin to alcohol giant Diageo, this article explores Ryan Reynolds is at the peak of brand success, and what’s next for those brands without a founding famous face behind them.

Through a mix of strategic brand thinking and popular culture references, Nat casts some light on how a brand can be left in the shade once the famous person that set it up steps away. She reveals why there should be a level of caution towards brands built on the halo effect of celebrity:

“There’s no doubt the companies have benefited from the halo effect of Reynolds’ celebrity brand, but to continue diversifying and growing businesses across Reynolds’ investment portfolio, they’re going to need to give these businesses their own brands independent of the star. A joke is funny when you hear it the first time, but when you keep hearing the same joke with a different logo on it, it loses its impact.”

Celebrity endorsements can be an attractive way to market products or services but to ensure longevity and continued success, a brand must be built around strategic thinking that unites its people, purpose and potential.

To find out how we can build a strategy that will strengthen your brand and safeguard the trajectory of your business, get in touch.