Posted by brandchannel on July 15, 2014 01:03 PM
LeBron James has always been more than an athlete—he’s a brand. The overwhelmingly positive sentiment surrounding the NBA star's decision to return to play for the Cleveland Cavaliers underscores an important truth: a brand's ability to attract customer loyalty, and in turn, maximize earning potential, is not solely the result of a high-quality product, but its ability to communicate authenticity and purpose.
Indeed, while LeBron has spent much of his career as one of the greatest basketball players on Earth, his stature amongst fans has always been intimately tied to his authenticity and purpose. The strength of LeBron’s personal brand at the start of his career was largely due to the authenticity of his narrative. LeBron overcame poverty and an absent father to become the future of his hometown Cleveland Cavaliers. He embodied the struggle of the city and the resolve needed to rise above adversity.
In 2008, James released a documentary about his high school basketball team, More than a Game. The documentary depicted how the evolution of his game stems from the evolution of his relationships. It’s his brand positioning: "This is why I care." It was a gripping narrative that fans could feel through every spectacular dunk, emphatic block and signature powder toss. As the title of his documentary suggests, LeBron’s story has always been “More than a Game.”Continue reading...
Posted by Shirley Brady on July 11, 2014 01:15 PM
In stark contrast to the media hype surrounding "The Decision" to join the Miami Heat in 2010, LeBron James—sorry, King James—has announced that he's going back to Cleveland to rejoin the Cavaliers in a social media slam dunk.
He led with a tweet (retweeted more than 45,000 times in the first hour) stating "Just posted a photo" that links to an Instagram photo that garnered more than 425,000 "likes" in the first hour.Continue reading...
Posted by Shirley Brady on July 9, 2014 11:14 AM
No confirmation on adidas signing on to replace soccer-bullish Nike as Manchester United's official kit-maker, but the FIFA sponsor just released an animated video ahead of the Argentina vs. Holland semi-final with its "all in" tagline: "Messi or RVP. Robben or Di Maria. Destiny is at their feet. This is the World Cup semi-final. It's now or never. all in or nothing."
Check it out below, along with the adidas #VAMOSLEO Lionel Messi app (vs. the Nike football app), McDonald's #FryFutbol recap of Brazil's crushing defeat by Germany, and more sports branding headlines.Continue reading...
Posted by Dale Buss on June 24, 2014 09:39 AM
Ford tops Interbrand's 2014 ranking of the Best Global Green Brands.
Costco tops LGBT perceptions.
Avon cuts another 600 jobs.
News Corp. former executive editor Rebekah Brooks cleared of all charges in UK phone hacking case.
Amazon and Warner Bros. near resolution of pricing dispute.
MORE BRAND NEWS
Betty Crocker debuts gay-marriage support campaign.
BMW examines cars for Takata airbag problems.
Ferrari plans to cut emissions by 20 percent while boosting performance.
Jaguar's British Villains campaign sees extension on Sundance TV.Continue reading...
Posted by Shirley Brady on June 9, 2014 08:57 AM
TOP 5 STORIES
adidas partners with YouTube for The Dugout World Cup streaming channel, and leads FIFA sponsors calling for an inquiry into Qatar's bid. Above, its latest World Cup spot (with David Beckham, Lucas Moura, Zinedine Zidane and Gareth Bale), which has passed 9 million views since Friday.
Tyson Foods wins bidding for Hillshire Brands.
Amazon starts managing payments for third parties.
Barclays joins wearable tech revolution with contactless payment wristbands.
Gap Inc. becomes first US retailer in Myanmar with Old Navy and Banana Republic manufacturing.Continue reading...
now hear this
Posted by Rami Levi on June 6, 2014 04:03 PM
Is it in you, LeBron?
Leading up to Game 1 of the NBA Finals, with the Miami Heat facing the San Antonio Spurs, a rematch of last year’s exhilarating NBA Finals remained the dominant storyline. That is, until the air conditioning at the AT&T Center gave way early in the first half.
Forget Heat vs. Spurs. The main storyline was now Heat vs. Heat.
Well, the heat won—and not the basketball team. With just seven minutes to go in a hotly contested nailbiter, LeBron James, one of the best (or the best, if you talk to him) players in the game, literally had to be carried off the court to the sidelines. The heat was cramping his style—and his leg. With their best player looking on through clenched teeth, the Heat lost their lead and eventually the game.
Following the loss, LeBron very clearly identified the reason for his cramps: “I mean, I got all the fluids I need to get, I do my normal routine I’ve done and it was inevitable for me tonight, throughout the conditions, you know, out there on the floor,” he said. "I lost all the fluids that I was putting in in the last couple of days out there on the floor. It sucks not being out there for your team, especially at this point in the season.”
And with that statement, add one more loser to the boxscore: Powerade.Continue reading...
Posted by Dale Buss on May 2, 2014 09:14 AM
Apple, Facebook lead Big Tech brands fighting data requests as White House panel calls for big data reforms to protect privacy.
AstraZeneca rejects raised bid by Pfizer as "inadequate."
Avon reaches settlement of bribery probe.
Bayer eyes Merck’s OTC consumer business.
Burberry officially has a new CEO in Christopher Bailey as Angela Ahrendts takes retail reins at Apple.
Coca-Cola pressured by Warren Buffett on executive pay.
Exxon sticks with Russia drilling despite geopolitical tensions.
Fiat faces tough turnaround in Europe.
GM recalls 50,000 Cadillac SUVs, returns to bankruptcy court to fend off suits.
News Corp. acquires Harlequin Books for HarperCollins.
Below, news on brand innovation, culture, and more:Continue reading...
Posted by Mark J. Miller on October 28, 2013 06:33 PM
The NBA season kicks off Tuesday night with the defending champion Miami Heat versing the Chicago Bulls, and if LeBron James' latest Nike ad has anything to say about it, it seems that James is feeling pretty carefree heading into another season.
The new TV commercial, titled "Training Day," follows James riding his bike through the streets of Miami, all along collecting a troupe of neighborhood kids like a scene out of Rocky II.
James, wearing his new LeBron XI shoes, is seen heading to the arena to practice some shots, the beach for a swim, and ending at the playground to play some pickup with the kids.Continue reading...