Getting God to endorse your company: A trusts B. B trusts C. Therefore, A trusts C. In this case, A happens to have a direct line of communication with the real God. A is the Pope. Marketers are trumpeting their association with Pope Benedict XVI as he is known to own products an Apple Ipod, Serengeti Glasses, and Natuzzi Leather boasts of providing the upholstery for his GE Pope Mobile, used within the Vatican gardens. This association is estimated to be worth more that 100 times the value of an A List Celebrity endorsement. Perhaps character is relevant in choosing whom to have endorse your company?
The Wall Street Journal talks about the 5th and best P of marketing: Papal.
“Companies like Apple, Natuzzi, and Serengeti are vying for association with the Pope.
He is said to own a specifically engraved white Apple Ipod…Benedict XVI is striking a snazzier profile, presenting international brands with a welcome change of pace. Being associated with the pope is worth at least 100 times more than an A-list celebrity because the pontiff has a more devoted following, says John Allert, chief executive of the British unit of Interbrand, a global branding consultancy that is part of the Omnicom Group Inc.”
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