Neurosense Implicit Celebrity Endorsement (N-ICE)

Celebrity endorsement can and should be a very powerful component in promoting the success of a brand, but it is also invariably one of the biggest costs in the promotional mix, so making sure the right celebrity is chosen is vital. Consumer engagement with a celebrity is very much at an emotional level and N-ICE quantitatively measures and rank orders the attributes that consumers implicitly associate with each celebrity and whether these are congruent with the brand. The closer the two are linked the more impact the endorsement will have and the greater the ROI for the brand.