Phelps Doesn’t Lose Rosetta Stone In The Translation
November 11, 2008 by Joe Favorito · Leave a Comment
My friend and colleague David Schwab came up with a great example of product placement and a home run for both an endorser and an edosee on his stellar First Call blog recently. The story shows the true value of messaging clients, providing a compelling visual for a product and just plain old luck that a newsperson or emcee just happens to follow through on helping get the “plug” in. The story, as detailed in the blog, involved the Rosetta Stone translation method with endorser and Olympian Michael Phelps and his appearance on “The View” with Whoopi Goldberg.  Phelps found a way to work in the product at the right time, and it went so well as the two chatted that Goldberg gave the product not just an endorsement but encouraged the audience to purchase and use the product.  For a promotion that was questioned coming out of the box as to what the fit was, the Rosetta Stone/Phelps relationship seems to be one of the better angled and better pitched ones for an Olympian coming out of Beijing, and for an untraditional partnership it appears to have delivered some of the most tangible results to date.Â
Leading By Example: David Stern
October 1, 2008 by Joe Favorito · Leave a Comment
While the sports world takes a step back and looks at layoffs by the Charlotte Bobcats, newspapers decreasing the coverage of NHL games, arena naming rights deals in question etc etc…NBA Commissioner David Stern continues to speak as the leader in a crisis situation, finding ways not just to spin issues, but to find the right ways to answer difficult questions honestly and with the conviction of leadership. Stern spoke at length with Marc Spears of the Boston Globe and covered a wealth of touchy topics, but showed the usual poise and balance, as well as tempered optimism, that business leaders today should always have but sometimes don’t. The interview is a great case of how tricky subjects can be addressed and answered from a position of leadership. Kudos also to the staff at the NBA who prepped the Comish for the interview.
Joe has almost a quarter century of strategic communications/marketing, business development and public relations expertise in sports, entertainment, brand building, media training, television, athletic administration and business. He is a producer of award winning and cutting edge programs designed to increase ROI and minimize cost. 
