Celebrities carrying an established brand can take their wave of followers anywhere; Tech, TV.,
Garreth Dottin
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Definitely. I just listened to Kara Swisher’s Recode podcast with Glu Mobile’s Niccolo de Masi where he describes how a celebrity has “living IP” vs. “static IP” (brands such as Deer Hunter, Mario etc.), which is what makes celebrity brand so lucrative. There’s more “lifetime value” in living brands because of dynamism.

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