Every so often I am befuddled by spokesperson choices from mass marketers. Recently it happened again. The Sharpie brand enlisted David Beckham as spokesman for their brand. I recall seeing ads for him many months ago and dismissed it as unusual but then I saw another the other day. Granted, David Beckham is a sensation. A name recognized worldwide…more overseas than here in America. But why would the Sharpie brand dole out the dollars for Beckham to sell low-priced markers? Surely, Beckham’s brand will have an impact on sales but my question is: Is he the best use of Sharpie’s advertising dollars? I think the ads featuring the “everyday mom” were just as, if not more, effective…at a more cost-effective price. And I fail to see the “fit” between what the two brands stand for separately and what they stand for together. Simply befuddling.

Filed under: Branding, Personal Opinions, Quantas Ginn