What good is a celebrity endorsement?

Laura Ries offers some worthwhile evaluations of celebrity endorsements enjoyed by Democratic candidates Barack Obama and Hillary Clinton.  You don’t have to be a political wonk to enjoy her post.

From a marketing perspective, many of the lessons taught through this endorsement excercise carry over to consumer products and services.  A celebrity endorsement isn’t worth that much if the celebrity doesn’t really understand the “what” and “why” of the brand he or she is endorsing. 

One-dimensional product pitchmen, even if they’re well-known sports or entertainment celebrities, can elicit the same response Laura has about Cheer’s star Ted Danson: “Does anyone care what Ted Danson has to say? I don’t think so.”