Often we look to PR and marketing campaigns to spin items or products that are so-so, as opposed to taking the time to build and invest in a brand, a product or even an athlete for the long term. Many times that investment can become way too costly for the spender in terms of focus, man hours or dollars, and frankly, many times the easiest way is to put together the quick package and hope that the hook leads to more interest, which can then bring in more investment.positive investment for long-term building arose in the last few days, one with a brand and one with a former athlete. The brand is Nike, and as reported i. Ad Week, th. investment is again being made to support the consumer with microsites, informational material and social networking, this time aimed at runner. (but previously aimed at footballers) with the goal being if you provide all the ancillary pieces, the consumer will become your biggest advocat. when sharing information with friends and making the decision to buy. Now being the mega corporation that it is, Nike can afford to spend for the ancillary long term build. But the point is they probably did not have to. They are appealing to the hard core in hopes that they will build brand loyalty to Nike in all their purchases, and that is a very smart spend.You cannot just spend the money and that support the consumer. If you wan. to grow long term, the investment in the social side is key by providing all the pieces the consumer needs to be familiar with your brand. They become the friend of the brand, not just the buyer. On the athlete side, Darren Rovell took a good look at Hall of Famer Roger Staubach and how he built, and has now sold, his commercial real estate business not just on his name, but on the smart business decisions he made after his career. Now would Roger Staubach have been a great “brand” just off his football succes.? Yes. Did it help at the start to be Roger Staubach as opposed to Joe Bagadoughnut.? Of course. However did he build a business bigger than his nam.? Absolutely. Again…taking the time to invest in the brand with smart business decisions that had nothing to do with the core (in this case football fans) made all the difference in selling a real estate business. The investment was made smartly in order to build the brand for the long term. Two great decisions by world class names.
Some other good branding reads…the Akron Beacon Journal has a great piece on LeBron James’ Kings Triathlon for kids in his hometown this weekend…The Newark Star Ledger has a q and a with AVP Crocs Tour CEO Leonard Armato on how he is building beach volleyball for the future…the Des Moines Register has a piece on the smart investment IRL made to support flood victims in the midwest around their race this weekend…and for a good listen on how USA Wrestling is trying to grow and diversify the sport, click on NPR's “The Takeaway” from Friday to hear an interview with Olympic coach Lee Kemp and Beijing bound Clarissa Chun.
