Ifyou'reaCubsfanlikemyselfthanyou(hopefully)acceptedthefactthatalltheTommyJohnsurgeriesintheworld(notareferencetohowmanyhecouldhave,butactuallydidhave)wouldnotbringKerryWood'sarmbacktowhatweallhopeditwouldbe.Idon'tevensaywhatitwasbecauseitwasn'thealthylongenoughforustoseewhatitwas.Wecollectivelyhadthisbeliefuntilabout2005thatjustonemoretripintotheoperatingroomwouldbringbackthepitcherwesawin1998strikingout20Astros.Butnowwe'velargelygiventhatup.It'sjusteasierand,frankly,morerealistic.

ButthecorporateadvertisingworldstillseemstobestuckintheIt'llallworkoutphasefamiliartoCubsfans,survivorshuddledinthebasementafternuclearwarsandpeoplewhothinkJ.J.AbramshasaplanforLost.Advertisersstillseeasituationwhereinacompanyorretailerfacesthechallengeofgainingmarketshareorstemmingsalesdeclinesandthinkthatcelebritiesaretheanswer.Macy'spickedDonaldTrumpandMarthaStewart,meaningtheycancashinboththeirplaceandshowticketsTheApprenticewindow.BenMcConnelldissectsthiseffortnicely.HPhastappedrockerGwenStefaniforanewcampaign,sinceshehadthatbighitColorCartridge#22andsoisknownasaprintingindustryguru.Anddon'tgetmestartedonTheGap,whichlaunchescelebrity-drivencampaignswiththesameregularitySisyphuspushestheboulderofthehill,andwithaboutthesameeffect.

Wouldn'titbebetterforcompaniestospendafractionofwhattheyareonliningupcelebrities-celebritiesthatwillendorsetheircompetitorsatthedropofalargercheck-onseeinghowtheycanbuilduptheirexistingcustomersandempowerthemtospreadtheirownword-of-mouth?Theycouldcreateonlinecommunitieswherepeopletalkaboutthebrand,sharetheirownstoriesandmeetotherlike-mindedpeople.AndallthiscouldprobablydoneforafractionofwhatTrumpaskedtoutteracouplelinesandposeforahandfulofpictures.

Peoplewanttoconnectwitheachother-it'sanaturalhumaninstinct.Themythofthecelebrityhasbeenalmostshatteredbytabloids-bothprintandonline-andthathastakenmuchoftheirendorsementcredibilitywithit.

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