Inside Retail: Erin Charles on Brand Reputation and Celebrity Likeness

One marketing decision. Millions of dollars. A major reputational risk.

Dua Lipa’s lawsuit against Samsung over the alleged unauthorized use of her image is a reminder that celebrity likeness, intellectual property and brand reputation are more connected than ever.

Our Executive Vice President, Erin Charles, recently shared with Inside Retail <tag> that consumers rarely separate a brand from a controversy, even when the issue stems from a licensing misunderstanding or third-party error. That’s why transparency, accountability and strong approval processes matter.

As content moves faster and reaches wider audiences, brands can’t afford to treat asset review as an afterthought. Protecting trust is just as important as protecting the campaign itself.

Read the full article here.