In the mad search for recognition, some e-commerce companies have, with varying degrees of success, created relationships with celebrities hoping that their popularity will carry the brand visibility through their endorsement.

The desperation is so high among some of these dot-com companies that don’t yet have a recognizable brand that they are willing to ‘pay up’ a stiff price in communications to achieve the awareness that will provide the necessary traffic and eventual dominance.

Emotional Branding by Marc Gobé