Is an endorsement from Katherine Heigi worth $6 million?

Katherine-heigi

Katherine Heigi in ‘The Big Wedding’

How does one earn $6 million for a tweet? Has it ever been achieved before? Katherine Heigi has filed a whopping $6 million lawsuit against Duane Reade for using her brand image on Twitter without her permission.

The TV star was pictured leaving one of the Duane Reade stores in New York which was later used by the company to promote their shopping experience.

While celebrities can earn millions for product endorsements, the real value of a tweet is no more than a reported $10,000-$15,000, depending on who the person is. Even outside of this context, the impact of a tweet on a brand is hard to quantify unless it brings additional press coverage, exposure for the products directly.

Again, how does one measure this? Regardless of that argument the mere fact that Heigi has issued the lawsuit has generated news coverage about it. However, brands should generally not use celebs as marketing tools on social media without their permission because this grey area is something that is open for debate and financial compensation.

Should people really be using pics on the web of other people to promote their services and products? Probably not a good idea.

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