Attaching yourself to a big name in order to establish some sort of credibility is nothing new. For years, entertainment marketing has long relied on the “from the producer / director / makers of…” as a way of boosting awareness and anticipation for a film or TV show.

Because these people have a direct creative impact on the output of the product, it doesn’t feel awkward and can work.

I snapped this photo yesterday while driving home, and wasn’t sure what to think. It feels to me like it is reaching for credibility – is there any affinity with a publisher of a book? Maybe with Penguin books, but to me, it comes down to the author.

I see this like trying to get me to watch Hot Tub Time Machine by telling me it’s from the same distributor as Gone with the Wind.

It’s the same as establishing yourself online – don’t drop a name unless you have had a direct impact on output for people to judge. You need to let your content and work speak for itself, and not tenuously link yourself to other people or businesses to try and build a profile.

What do you think?

Is “publisher of” enough to make you buy a book? Is the link too tenuous?

What do you make of businesses / people who do do this?