NIL (name, image, and likeness) implementation enables players to be paid for off field activities and representing others. Building a brand has new meaning.
Value cuts both ways as you get paid for adding value to the sponsor. Value arrives in different ways, from adding eyeballs to driving sales.
Slogans mean less than fulfillment. For example, Southwest was the low cost airline and Ford emphasized that Quality is Job 1. The advertising campaign "Got Milk" drove milk sales in California though not necessarily nationwide.
Consider a sports drink. Purveyors of a product want to sell to everyone. There's Gatorade not Haterade. But what about freedom of speech. You have the right to speak your mind. Sponsors have the right not to reward you.
Individual branding might mean 'crafting a persona' while avoiding controversy upon you and secondarily your sponsor. Anita Bryant's anti-gay activism led to an orange juice boycott and loss of sponsorship in 1977. Donald Sterling's racist rants terminated his association with the NBA. Bob Iger at Disney/ABC terminated Roseanne Barr after racist remarks. Cancel culture matters to sponsors and many buyers. Become radioactive at your peril.
Abusing alcohol, drugs, and others destroys your brand. Don't expect to see Trevor Bauer pitching on the mound or a brand anytime soon. The exceptional athlete (Michael Phelps) may get away with a misstep but Michael Phelps was an exception.
Brand development means having both "dos" and "don'ts." Sara Blakely built a multibillion dollar empire from scratch. Here are notes from her SPANX branding presentation on MasterClass.
"You need to have the right packaging."
Get 'the organic" business (word-of-mouth). Authentic praise is greater than paid praise.
"Consumers became our PR."
"Lead with story...everybody has a story...what's the why?"
Openness and vulnerability lead to connection.
"Speak to the customer not at the customer...we're in this together."
Blakely's packaging literally said, "Don't worry, we've got your butt covered."
STAND OUT. Spanx's packaging was bright red. How will you stand out?
She enlivened a boring category (shapewear).
Words matter. As Mark Twain wrote, "it's the difference between being hit by lightning or a lightning bug."
Blakely asked herself, "how am I making her feel?" She put cartoons inside the packaging.
- Was it illustrating the product?
- Was it emphasizing the benefits?
- Was it potentially telling you what's wrong with the competition in a playful and fun way?
Create energy for your brand. (Many speakers need to train themselves to eliminate extraneous words - um, like, and you know. Some speakers practice in front of a mirror.)
Blakely put small displays near cash registers in Niemann Marcus. The CEO ultimately found out (she had moved $1 million of product) and said, "whatever this girl is doing, let her keep doing it."
She succeeded because she made it happen...selling "an amazing product that women loved."
She sent a gift basket to Oprah, who later promoted SPANX as "my next favorite thing."
Find ways to connect authentically.
- Did it make them feel good?
- Did it make them laugh or smile?
- Did it make them learn something or help them?
You need a great product beyond great marketing. "Underpromise and overdeliver."
Be committed. Be relentless. Be great in your space.
Summary:
- Add value to get value.
- Connect with your customers.
- Lead with story. What's the why?
- Be authentic.
- Strategize social media.
- Obsess your product.
- You're in a "look at me" business. Avoid critical mistakes.
Lagniappe. Important lessons from "The Coach's Guide to Teaching"
Kerr's message to Curry is simple, "it's the scoreboard not the scorebook."
Lagniappe 2. Top plays from Slappin' Glass newsletter.
Lagniappe 3. Mental Models, Part 2, Thinking Better.