Many celebrities are thinking bigger and more long-term about their personal brand. Rather than endorse various corporate brands, they're creating their own, taking on entrepreneurial risk in the hopes of a bigger return.
But it takes more than a famous name to make a profit. Last week, Portfolio.com interviewed me about the best celebrity brands. There's a reason why David Beckham can sell underwear and Martha Stewart has a home goods line. Check out my explanation in the full article.
About the Author
Barbara Apple Sullivan is Managing Partner of Sullivan, a brand engagement firm she founded in 1990.
Barbara holds an MBA from Harvard Business School and a BS in economics from the Wharton School of the University of Pennsylvania.
Follow Barbara on Twitter @bapplesullivan