Intel's recently announced collaboration with rapper Will.i.am, front man of The Black Eyed Peas, is another good example of a tech company's profiting from a believably tech-savvy front man, if you will. Actually, it was Will.i.am who approached Intel about representing the chip maker. The relationship aligns with Guha's philosophy: Johan Jervøe, Intel's vice president of sales and marketing, cites Will.i.am's "insatiable fascination with technology" and "his embracement of disruptive technologies in order to move things forward by leaps and bounds" as the reasons Intel decided to enter the relationship.
Star Power Doesn't Always Sell
Many tech companies employ celebrities as their spokespeople--aside from Kutcher for Nikon and Will.i.am for Intel, there's also Lady Gaga for Virgin Mobile, John Hodgman and Justin Long for Apple, Beyoncé for Vizio, Peyton Manning and Justin Timberlake for Sony, and many more. On the surface, a celebrity spokesperson seems like a surefire win for companies. After all, celebrities come with an enormous following of die-hard fans--devotees who are hanging on to the celebrity's every word, and who are doing their best to emulate the celebrity. Why wouldn't a company want to use such a captive audience to their advantage?