When I interviewed Eric Wisemen, CEO of VF Corp, at the ICR Xchange retail conference in Orange County, I asked him if it was difficult for one of his company's brands, Wrangler, to stand by Brett Favre after the football legend's sexting scandal.
"Brett's been terrific for our brand for a long period of time. He speaks to the Wrangler consumer," Wiseman told me, before adding, "We're obviously figuring out where to go from here."(You can watch the full interview here.)
He might want to read a study by Ace Metrix which suggests that celebrity endorsements can do more harm than good.
"Our study of more than 2,600 ads found that—contrary to popular wisdom—celebrity ads do not perform any better than non-celebrity ads, and in some cases they perform much worse," the report state.
This news could save corporate America a lot of marketing money.