Read Sports Geek and Loyal Homer’s arguments about whether or not a major brand would be wise to sign Michael Vick as a spokesman.
I can see Michael Vick singing the jingle now…
My dog’s faster than your dog
My dog’s bigger than yours.
My dog’s MEANER ‘cause he gets “Ken-L Ration”
My dog’s better than yours!
All kidding aside, celebrity endorsements of brand-name products are a HUGE business. They prove to be very lucrative for both the brand and the celebrity.
Major marketers are always on the lookout to put a famous name or voice next to their product, in the hopes that it will attract customers and boost sales. Whether going for a hip and trendy audience, looking for a face that helps to assure trust and confidence, or promoting the latest in athletic gear, a celebrity endorsement can help add credibility to the quality and value of almost any product.
Before his arrest, Forbes listed Michael Vick as the 33rd most influential celebrity in America. According to that list, Vick was more influential at the time than fellow athletes Derek Jeter (38), Alex Rodriguez (48), LeBron James (53), and Serena (62) and Venus (81) Williams, to name a few. Vick had deals with Nike, Kraft, Coca-Cola, and Rawlings… and was reported to be earning more than $7M annually in endorsement money.
There is no mistaking the fact that Michael Vick was once a very powerful marketing machine. His endorsements were considered more valuable than Prince’s or even former president Bill Clinton’s. However, with his arrest and sentencing, that endorsement power had clearly gone away.
Since returning to the league, though, Vick has aggressively taken steps in an effort to improve his public image. He has partnered with Tony Dungy, a very well respected member of the NFL community, and he has publicly teamed with the Humane Society to act as an advocate against cruelty to animals. He has voiced remorse for his actions, and vowed to be a more positive example to the youth in America.
Although his efforts have earned him the right for another opportunity in the NFL, there is a question of whether or not they have they repaired his public image enough that he should once again be considered a viable celebrity to endorse major products. So the question posed today on TSD is:
If you were responsible for the marketing of a major brand, would you sign Michael Vick as a spokesman?
In evaluating this question, Sports Geek will argue that Michael Vick has taken the steps necessary to improve his image. His recent (seemingly) successful return to the NFL has once again elevated Vick to a point where he is viewed as an influential celebrity. He is proving that he was remorseful for his actions, and is now striving to become a more positive advocate. Those qualities would make him a very valuable choice for a celebrity endorsement.
On the other hand, Loyal Homer will argue that Michael Vick’s crime has done irreparable damage to his image. It does not matter how many times he apologizes, and it does not matter how many organizations he supports in the interest of reinventing himself. The damage has already been done, and the negative backlash from signing Vick to an endorsement deal would do much more harm than any positive press that could be gained from his recent actions.
Now, if you will excuse me, I have got some “Estrada” sunglasses to buy!
