"Understand everything about the brand..."
Diane von Furstenberg is known not only for her clothing but for her depth of brand equity and brand knowledge. Her MasterClass shares potent wisdom about branding.
She acknowledges that wrap dresses launched her brand, but says many elements enter branding. She encourages young designer awareness of the following:
Name
Logo
Color
Product
Marketing
Market research
Business plan
Sport cycles through brand strength - loyalty generated through performance, personalities, and psychology. The New England Patriots promote The Patriot Way and "Do Your Job." Scandal tarnishes their six Super Bowl titles, the minimal competitive impact of SpyGate and DeflateGate and the malaise associated with Aaron Hernandez, Kraft celebrity peccadilloes, and the courtship and collapse of Antonio Brown.
The Clippers look to eclipse the Lakers in LA. Billionaire Donald Sterling's racism and boorishness forced its sale to the effervescent billionaire Steve Ballmer.
The NCAA wants its brand to reflect March Madness, coaching superstars, and the excitement surrounding college atmospherics. But corruption charges concerning bribery, money laundering, and wire fraud are rampant and ongoing. While the NCAA fills its coffers, players like UCONN's Shabazz Napier reported going to bed starving.
Even the bluest of bluebloods are on the hot seat, including Kansas. It looks as though there's monkey business in the heartland. Bad branding...
And it's not just men's college basketball afflicted with problems. Abuse charges are widespread in the women's game. "Only 39 percent of women's basketball players "strongly agreed" that "my head coach can be trusted." Homophobia and sexual preference discrimination are the elephant in the room in women's college basketball. Among college players surveyed, "55 percent answered "true" when asked if sexual orientation is an underlying topic of conversation with college recruiters."
As we're perched on the precipice of the 2019-2020 basketball season, ask ourselves about our brand equity and how we can add value to our players and communities.
Lagniappe: Ball movement, filling the corners, and opening the middle create opportunity for CSKA Moscow (via @HalfCourtHoops)
CSKA Moscow Horns Gut Clear pic.twitter.com/Csp5YEtP5J— Half Court Hoops (@HalfCourtHoops) September 21, 2019
Championship trophies on display at the Melrose High School Athletic Hall of Fame induction yesterday (photo by Steve Karampalas)
