The Danger of Spokespeople–Lessons from Priceline

Priceline killed off William Shatner, AKA “The Negotiator” because he became too well-known for one of their services. Needing to promote another line of services, Priceline feared Shatner’s character was too iconic for the negotiated pricing to work for the fixed price services. Spokespeople and characters are powerful advertising tools because “people buy from people.” [...]