When does it make sense for a company to use a founder, president, or other executive to promote the ...

When the company wants to create a brand that never going to erased off from its customer’s mind completely. The company wants to create a everlasting brand from the founder or CEO’s face that people going to trust them completely. Company wants to use social status of the person as the promotion strategy for the product in the market. The company use the face of the founder or CEO as the marketing channel of the product that will let them save cost of branding from outside celebrity or big name to use the founder as the brand face of the product would connect customer more to the brand and founder to the consumers. The relation between customer and producer get very much important through this kind of idea.

Example: Wendy’s used the brand face of their founder Dave for the many times until his death in year 2002.