5 Mistakes for Brands to Avoid When Choosing a Celebrity Endorser

It's important to make sure you do your research to save your reputation

After filming an insensitive video in Japan's Aokigahara forest, Logan Paul faced immense backlash, making him a risky celeb to partner with. Getty Images

Selecting a celebrity partner is a high risk, high reward decision. With the wrong celebrity partner, a brand can tarnish its image and alienate consumers. But if chosen wisely, the celebrity can elevate the brand’s image, increase appeal with target customers and potentially change the trajectory of that brand. Brands tend to approach these decisions in a subjective manner. We all have our own biases, but personal bias should not define a multi-million-dollar strategy.

@janetcomenos Janet Comenos is the CEO and co-founder of Spotted.