Celebrity endorsements need to be approached carefully, manipulated thoroughly and utilized effectively in order to reap the full benefits. When looking for a celebrity to represent a brand, it's important to know what the expectations of having that celebrity endorsement are. Does the brand hope to connect to a larger audience? Does the brand lack an identity? Is the brand reinventing itself? Whatever the reason for seeking out a celebrity endorser, a brand should approach the situation with a specific goal in mind. Even then, choosing a celebrity to endorse an entire brand can be complicated. Not all celebrities are equal.

Different celebrities will accomplish different things for a brand as an endorser. Instinct would have us choose the celebrity with the most fans because more fans mean more customers. While this strategy works in some situations, it's not necessarily the best plan of action. There has to be some sort of collaboration or connection between celebrity and brand. A brand's ambassador or endorser shouldn't be some random celebrity.

Even if a celebrity has millions of fans, if there's no synergy or relation between the brand and celebrity, those millions of fans will only care about the brand as long as the celebrity is involved. Unless there's a reason for a fan to like a brand beyond the fact that his or her favourite celebrity is on its billboard, then that brand can kiss those fans goodbye if it ever decides to use another celebrity.