The science and art of celebrity branding

Prof David Tan 16 Sep 2023

Advertising a brand through associations such as brand ambassadors is both an art and a science. Companies need to consider a wide range of factors to determine whether or not a person is the right fit. Prof David Tan, Co-Director, Centre for Technology, Robotics, Artificial Intelligence and the Law, at the Faculty of Law at NUS, opined that even when a celebrity or sporting team appears to be a good fit based on scientifically derived metrics, brands need to consider cultural norms and community expectations. 

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