Judging from the advertisements of Unilever and Procter & Gamble, how to correctly choose brand spokespersons?

Brand value consistency, image and popularity.

1. Consistency of brand value: The spokesperson should be consistent with the brand's core values and brand image, so that consumers can have a positive association with the brand when they see the spokesperson.

2. Image and popularity: Choose spokespersons with good public image and high popularity. The image in the public mind should be positive and reliable.