Alex Cooper is shutting

Alex Cooper is shutting down her beverage company Unwell, and I think this just speaks to what works and what doesn't work in celebrity-backed and celebrity-owned brands. A celebrity brand needs to have a couple things, in my opinion. It needs to align with the talent in some capacity, whether it's makeup or bever- it just has to work with them and their brand, but they also have to be active in it. You can't just attach a celebrity to a brand and expect it to work. They need to do the work of a marketer, of a founder, of a partner. That's why, like, Unwell didn't really work. It was attached to her bigger podcast network, but there wasn't a lotta love for the brand. There's nothing wrong with celebrity brands. I think it's actually a great way to grow and scale a business, is by using the celebrity, but they have to be active and involved in the brand. Tom Holland is Tom built Bero from actively involved as much as he can, given his schedule, in the brand. I think that is amazing, and it, it's very clear that his personality and his thought is integrated into Bero as a brand. This is the same for influencer-led brands. They have to be active. They have to have it as part of their life. And if not, they should just be a marketing head. It should not be something that they own. It should not be something equity in necessarily. Like, did you know that Zac Efron is the chief creative officer of Kodiak Cakes? No, I bet you didn't, because he shows up once every two years in an ad from them and nothing else. So like, Kodiak Cakes gave up equity and ownership of that business to somebody who's... doesn't even wanna be involved. And then there's something like Cravings by Chrissy. Obviously, Chrissy, Chrissy Teigen, the name's in the brand, but she's incredibly active with that brand, those products. It shows up in all of her socials. meetings, she goes to trade shows. She is participating in the brand that she built and isn't just letting it linger and isn't just letting it sort of just disappear. Because with especially brands, you need to let that it exists over and over and over again. and you also need to get massive distribution across the country, otherwise nobody will know about the product and nobody But yeah, celebrity and talent can be a really good mechanism to adding some fuel to the fire. But like I've been saying in, in this video, they need to be active or they need to not be involved.