Why celebrity World Cup ads aren't always a good idea. Using top talent doesn't guarantee a win.

Brands are collecting celebs, players, and pros like Panini stickers. But being seen isn’t the same as being remembered. Distinctive assets make every impression count, slowly growing the brand's share of mind.

A distinctive identity compels people to choose your brand over others, even when nobody’s really noticing. A celebrity gives fame, not distinction. Everyone knows David Beckham but whose face is he? Pepsi? Stella?

The trick is to use the heat of the timely to charge the timeless. Gary Lineker has been the face of Walkers crisps for nearly thirty years—long enough that we can't picture a crisp without him.

Sign the star if you like, but make sure it's the brand people remember, not the celeb.