The Brand stories around has always been about innovation in its look and feel. The earlier strategies were simple,you make your brand look good and appealing. They used to work on having their logos all over the customer habitat. television ads about how you can also be cool using their products. Customers use to fall for that back then.The company just had to project the brand as a Life-saver even if it no where in real sense.
As times  changed,so have customer inclination and understanding about brands and to foster these the marketing gurus came up with best solution which has been a very strong fold or say been a battle field for brands since its been started and that is to have a Brand Ambassador.Media started to take over the Lives of the common people so much that now the value of brand depends on the celebrity who endorses them.Billions have been floated to pull in the who-is-who to endorse a brand and the only thing that has changed is that now there were a closed set of privileged people who use to get Billions for just saying that they use the product even if in reality they never tried it.But its still followed and is in certain cases an un-deniable mode of promotion.People Love celebs,so they will also Love the products they endorse;very Simplelogic and it works too.