Critical Thinking Marketers commonly ask celebrities to endorse products, but tying a brand to a celebrity can come with risks. What if that celebrity falls out of favor with the public as the result of something they do or say that is perceived negatively? How would you determine if the signing of a celebrity to an endorsement deal is worth the risk? What would you want to know to make that determination and reduce the risk potential? Think of an example of a celebrity endorsement in recent history that has gone bad—what happened, how did it impact the brand, and did they recover?