Dhoni may have failed, but brands are gainers

When US swimmer Michael Phelps was tugging away on a bong at a party last year, it’s unlikely he contemplated that his actions would cause Kellogg’s to choke on their Corn Flakes and sack him.Brands have had a long history of using superstars. They know the risks that come with hiring a star.Kellogg’s is a family-orientated brand and couldn’t be seen associating with Phelps and drug-taking especially when he’s the centre of a big news story in the middle of a brand campaign.