Role of Opinion leaders in making a Brand successful

A society will always have opinion leaders who are generally the fi rst to try new products, help set trends and be very valuable to brands trying to get established. Opinion leaders are often show-business idols, politicians
or sports stars. When Michael Jordan started wearing Nike, everyone started wearing Nike. 

                When Red Bull was fi rst introduced in the US, Red Bull refrigerators were taken to movie shoots and given away free to cast and crew for years before the fi rst consumer got the opportunity to have the energy drink. Once a generation of movie stars had adopted the beverage, there was no stopping Red Bull, the number one energy drink in America. 

              At the moment, the weight opinion leaders carry appears to be diminishing in the US (but certainly not disappearing). Consider fashion. What is in style today? The answer, probably for the fi rst time in history, is everything. Everything is in style right now. Whatever you want to wear is in style. Why? Because teens of today don’t feel the same overwhelming need to mimic others outside their peer group as they have in the past. Armed with YouTube and a host of ways to become famous themselves, these teens are confi dent enough in themselves to make their own rules and one of those rules is to not be manipulated by marketers or celebrities.