The challenge for marketers is always to come up with new ways to talk to the consumers. This article compares two such ways – one, `Celebrity Endorsements' and the other, `Component Branding'. The former is over-used and the latter, underrated. The article presents a case for component branding through some real life cases.

^"Yet another new jargon," you must be thinking. But, frankly speaking, when it comes to management, jargons can never be enough and outdated. However, this is not entirely `new'; marketers have been using `component branding' for quite some time now.

With the information thrown in from all sides, consumers, every now and then, tend to stop listening to what a brand has to say. As this happens, marketers are forced to think about newer ways to win more mind share and market share.

Way back, marketers came up with the idea of `Celebrity Endorsements' which gave a reason to consumers to remember the brand by associating it with a celebrity. The idea worked well and to a large extent is still doing a good job.

However, it is not only students who do "cut, copy, and paste", but most people and organizations are avid followers of this technique and marketers are no exception. As a result, with every other marketing communication using some celebrity or the other, this idea of using `celebrities in marketing communication' has started to lose its sheen.`Overuse of celebrities' was one major reason for this, but apart from that there were some other problems as well, like:

Effective Executive Magazine, Services Marketing, Brand Management, Marketing Communication, Celebrity Endorsements, Potential Customers, Component Branding, Connecting Components, Brand Ambassadors, Organizational Effectiveness, Powerful Brands.