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.