Brands and celebrities can learn a lot from each other. Shutterstock
Some celebrities may focus on representing other brands and entrepreneur’s ideas. Others have become entrepreneurs in their own right. Yet, with the ongoing rise of influencer marketing, there is still plenty of opportunity to leverage a celebrity as an influential brand partner.
Celebrities are already well aware they can become a marketable product. Many have created a personal brand that keeps them in the spotlight. No matter what direction these celebrities take, other brands can learn valuable lessons about branding, celebrity power and influence, and celebrity approaches to business.
Barrett Wissman, the chairman of IMG Artists and managing director of social media management firm Two Pillar Management, helps celebrities utilize their fame to build their brands. “This is an untapped market and it is our responsibility to open this world up to our clients,” Wissman said. He says celebrities can be in the driver’s seat as much as any brand they work with — they just have to know how to leverage their power.
Ray J and Raycon
Singer/songwriter/TV personality Ray J has transformed himself into a tech entrepreneur. He launched Raycon, the stylish new celeb-powered collection in partnership with NYC-based CE distributor Cowboy Electronics. The collection includes items like rose gold wireless headphones, digital smartwatches and portable cannon-style speakers. The product line also includes wireless sound bars and electronic bikes and scooters. The Raycon product collection has over 40 products and is found at big box retailers and e-retail locations. However, Ray J focuses on directing traffic to the brand’s website.
LAS VEGAS, NV – JANUARY 11: Ray J seen at CES 2018 in Las Vegas, Nevada on January 11, 2018. Credit: Damairs Carter/MediaPunch/IPX
With so many electronic brands already on the market, it may seem like a bad move for Ray J. He explained, “Beats and Apple have set the standard for brand excellence in electronics and tech. We are committed to growing and evolving Raycon into a similarly compelling brand and amazing product assortment. But, we offer prices that are more accessible for everyone.” For example, smartwatches start at $30 and go as high as $100). Other items like earbuds and drones are also within reach for many more consumers thanks to his brand’s pricing strategy.
Additionally, his brand has also launched some “green” products. Ray J added, “Over $90 billion has been invested in manufacturing batteries and electric cars by global players in the automotive industry and that number is growing. Our flagship Scoot-e-Bike has received raves from celebrity fans. This includes Sean Combs, Brandy, Snoop Dogg, Chris Brown, Justin Bieber, and Stephen Curry.
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Brands and celebrities can learn a lot from each other. Shutterstock
Some celebrities may focus on representing other brands and entrepreneur’s ideas. Others have become entrepreneurs in their own right. Yet, with the ongoing rise of influencer marketing, there is still plenty of opportunity to leverage a celebrity as an influential brand partner.
Celebrities are already well aware they can become a marketable product. Many have created a personal brand that keeps them in the spotlight. No matter what direction these celebrities take, other brands can learn valuable lessons about branding, celebrity power and influence, and celebrity approaches to business.
Barrett Wissman, the chairman of IMG Artists and managing director of social media management firm Two Pillar Management, helps celebrities utilize their fame to build their brands. “This is an untapped market and it is our responsibility to open this world up to our clients,” Wissman said. He says celebrities can be in the driver’s seat as much as any brand they work with — they just have to know how to leverage their power.
Ray J and Raycon
Singer/songwriter/TV personality Ray J has transformed himself into a tech entrepreneur. He launched Raycon, the stylish new celeb-powered collection in partnership with NYC-based CE distributor Cowboy Electronics. The collection includes items like rose gold wireless headphones, digital smartwatches and portable cannon-style speakers. The product line also includes wireless sound bars and electronic bikes and scooters. The Raycon product collection has over 40 products and is found at big box retailers and e-retail locations. However, Ray J focuses on directing traffic to the brand’s website.
LAS VEGAS, NV – JANUARY 11: Ray J seen at CES 2018 in Las Vegas, Nevada on January 11, 2018. Credit: Damairs Carter/MediaPunch/IPX
With so many electronic brands already on the market, it may seem like a bad move for Ray J. He explained, “Beats and Apple have set the standard for brand excellence in electronics and tech. We are committed to growing and evolving Raycon into a similarly compelling brand and amazing product assortment. But, we offer prices that are more accessible for everyone.” For example, smartwatches start at $30 and go as high as $100). Other items like earbuds and drones are also within reach for many more consumers thanks to his brand’s pricing strategy.
Additionally, his brand has also launched some “green” products. Ray J added, “Over $90 billion has been invested in manufacturing batteries and electric cars by global players in the automotive industry and that number is growing. Our flagship Scoot-e-Bike has received raves from celebrity fans. This includes Sean Combs, Brandy, Snoop Dogg, Chris Brown, Justin Bieber, and Stephen Curry.
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