Many businesses use a spokesperson and do so with verve. Some brands associated with celebrities have experienced great commercial success (Nike, Bell, Honda), but others have attracted a lot of problems or bad press (Mike’s, Royal Canadian Mint). It is easy to come to terms with a person’s past, but guessing what that person’s future will be is more difficult and a risky gamble. I admit that this strategy can help build a good image for your brand, but there are no guarantees when it comes to the potential missteps of your new ambassador.

Some will suddenly turn into talent or celebrity scouts, thinking that they can find a gem that the general public has not yet discovered. They mistakenly believe that they could be the reason for the next big star’s success, which is possible as Apple has shown by launching or re-launching artists like Feist in its commercials.

However, keep in mind that most of the time, companies that bring out the best investment potential in a spokesperson have a full team dedicated to this project. They understand that it is not enough to find a gem; it is necessary to train this person, shape him or her according to your needs and your aspirations for your brand.

If your competitors use spokespeople, I don’t think it would be very creative or wise to imitate them or walk in their paths. But if you really want to hire a star, do something different from your competitors. Find a way to set yourself apart. Innovate. As an inspiration, use Chanel’s example, which has so far demonstrated skill and control despite the constant use of celebrities over the years. The brand is known for the care it takes in producing its advertisements, which, in my opinion, is a guarantee of long-term success.