By Noor Abduljabbar and Sheima Benembarek

In a world where the rich and famous are role models, social media followers are valuable potential consumers and aspirational spending is commonplace, brand and celebrity collaborations make absolute business sense. From George Clooney encouraging us to love Nespresso as much as he does, to Keds and Taylor Swift developing special branded sneakers with mini guitar prints to reach loyal Swifties, they’re an effective marketing strategy.

http://strategyonline.ca/2023/07/25/how-celebrity-collaborations-are-helping-brands-drive-purpose/