I often get questions about how to partner up with celebrities and brands for endorsement deals and merchandised products. What better way to answer them than to invite an entrepreneur who not only knows a tonne about celebrity endorsements but runs a business that sells the official Vodka brand for the retired ex-Chicago Bulls NBA star: Dennis Rodman (who has also played for the Detroit Pistons, San Antonio Spurs, Los Angeles Lakers, and Dallas Mavericks).
Andreas Johansson comes from the real estate and is actually a luxury holiday property developer. The projects he was involved in enabled him not only build his network of high net worth individuals but also gave him the opportunity to meet and become friends with celebrities through their agents. He decided to make a move into endorsing celebrities and launching products closely associated with celebrities. Three years into the market, Dennis Rodman’s Bad Ass Vodka is still successful, and the man behind it tells us how he started up and how to build a celebrity-branded product.
He has a clothing brand coming up that will be associated with top names.
He hires people according to his gut feeling.
His best mistake was not finishing high school and deciding not to go back.
He is not a reader, he believes that you can learn best with experience.
(7:40) When you try to be on the high end mark, that will be a difficult market.
(10:20) Re-orders are the most important aspects of your business, when they order more, this usually means good business.
(10:40) To create a sustainable demand, you have to mind the follow throughs.
(15:47) You are not going to get a day to day involvement from the celebrity. You have to know what you want even before approaching them.
(21:48) You have to choose the celebrity who can resonate most with your audience.