Perspective: Hey, Tough Guy

Nothing sells a manly man brand better than the manly man celebrity who uses it

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In the long history of celebrity endorsements (Mark Twain, let us remember, was plugging Great Mark Cigars as early as 1875), brands have learned that while a famous face is the key requirement, a close second is relevance: a credible, believable connection between the endorser and the endorsed. Perhaps nowhere is that linkage more important, or obvious, than in the Macho Man genre.

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