How Brands Can Identify the Best Influencers

Opinion: Here's how to find influencers who will move the needle for your brand

The use of celebrity endorsements has a long and interesting history. To market his china and pottery in the 1760s, Josiah Wedgwood solicited the endorsement of royals to set his products above the competition. It worked. Wedgwood china was perceived as more valuable than other china, even though it was essentially the same.

When Queen Charlotte used his plates, Wedgwood elevated his own status to “Potter to Her Majesty” and milked it by selling at exorbitant prices to nobles, and then later at reduced prices to the middle class.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in