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What Celebrity Endorsers Do You REALLY REALLY Trust?

I was reading a very interesting article a few weeks ago that I wanted to share. The article was about the Davie Brown Index (DBI) and talked about a number of things.

Davie Brown Entertainment, a Dallas celebrity research company, conducts online surveys to determine how we feel about celebrities – are they trustworthy, do we like them and would we buy what they’re hawking?  For each DBI survey, 1,000 Americans from a pool of 4.5 million are asked about a celebrity’s eight key marketing attributes. Those results make up an overall DBI rating.

The article listed a number of categories that including overall score, awareness, appeal and endorsement. The one category I would like to focus on and discuss today is trust.

The DBI listed the top ten celebrities that people trust:

  1. James Earl Jones
  2. Morgan Freeman
  3. Pat Summitt
  4. Will Smith
  5. Warren Buffett
  6. Tom Hanks
  7. James Garner
  8. Denzel Washington
  9. Willie Mays
  10. Ron Howard

Interesting list.  I decided to pause for a minute and think about the list and who I would include and replace. Here are some of my choices:

  • I would take off Pat Summitt, Willie Mays, and Will Smith
  • I would move up Tom Hanks, Denzel Washington & Ron Howard
  • I would add Robert Redford, Sean Connery and ugh… Derek Jeter.

Ok your turn:

  • What do you think of the list?
  • What do you think of my choices?
  • Are you surprised Oprah WASN’T on the list?
  • What changes would you make to the list?

I look forward to reading your comments.

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