Can celebrity appeal and money beat narratives in our attention economies?
In today's commercial landscape, does having a celebrity co-founder or investor guarantee success? Andrew and Ndubuisi explore this question and discuss the role of narratives, authenticity, and coherence in the performance of celebrity consumer brands. They also examine why some ventures fail despite having a large audience and funding.
In today’s attention-focused commercial landscape does a celebrity co-founder or investor guarantee success? Would Mo Salah and an Egyptian startup equal global success? If so, why did Beyonce – one of the biggest female artists of all time – and Ivy Park fail? When the money and audience attention for a venture is so large, are there other clear factors that can lead to its downfall?
Andrew and Ndubuisi try to answer the above, while discussing the growing number of celebrity consumer brands and the role narratives, authenticity and coherence play in their performance.
We’re on a mission to build better brands and better perceptions for Africa.
We're creating conversations and content with the intent of reframing the current thinking about ventures, initiatives and brands.
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