Do celebrity endorsements matter? See my answer in an article that was published yesterday in USA Today.
In short, my guiding principle and what I’m telling clients is that nowadays, everybody has to win on his own. People may like celebrities such as Taylor Swift as entertainers, but that doesn’t mean that they have political credibility. And also, the USA is such a polarized country at the moment that everything is viewed through a partisan lens.
On a personal note, I’m particularly proud of and happy about this media appearance. When I went to high school in the 1990s, I started to be fascinated with American election campaigns. This was the time before the internet and even CNN was not available back then in Switzerland. My gateway to the world of U.S. presidential elections was, you guessed it, the hard copy version of USA Today.
You can read the article here.