Celebranding

There's a science to choosing the right celebrity to pitch a product acording to Naperville-based research company Millward Brown Inc.

Taking measurements from 2,000 American adults, researchers used neuroscience to measure things such as familiarity and celebrity "buzz" to create Cebra scores. Then they made endorsement suggestions placing celebrities with the most appropriate brand. This is how celebrities ranked in Cebra scores (although this issue was dated December 30, 2009, the research was obviously done prior to Tiger's indiscretions):

1) Will Smith

2) Brad Pitt

3) Tiger Woods

4) Oprah Winfrey

Interestingly, Miley Cyrus and William Shatner both scored 61 out of 100. Who would have ever put them in the same category? Cyrus matched with L'Oréal and Starbucks, while Shatner's suggested pairings were GEICO and Dell.

Source: Marketing News, 12.30.09