Why celebrity endorsements must be authentic

Celebrities are not a surefire way to get people talking about your brand, says Ron White, CEO of Ron White Shoes. He prefers authentic celebrity interactions, such as when Katie Couric tweeted a picture of herself wearing his shoes. "If a celebrity loves something, they'll talk about it. If they talk about it, I'll add to the conversation, but I won't start the conversation," says White.

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