When J.C. Penney CEO Ron Johnson hired entertainer Ellen DeGeneres to be the face of the company earlier this year, his reasoning was very clear. In an interview on “The Daily Ticker,” he said: “My instinct... is spokespeople aren’t really necessary unless a company is going through a profound change. And because there’s a lot of marketing associated with change, if you can validate that by (hiring) someone who everyone trusts, that can be a powerful advantage.”
Tags: MLB, NBA, NFL, Paul Sullivan, Sports Marketing, Sullivan Tire Co.