Comments on: Livestrong, be social. http://www.unconventionalbranding.com/online-marketing/livestrong-be-social/ branding has a new voice Wed, 01 Sep 2010 16:17:53 -0400 http://wordpress.org/?v=2.8.6 hourly 1 By: M. Gauzens http://www.unconventionalbranding.com/online-marketing/livestrong-be-social/comment-page-1/#comment-14035 M. Gauzens Wed, 22 Jul 2009 18:04:14 +0000 http://www.six-degrees.com/blog/?p=67#comment-14035 I think that, in many cases, sporting organizations gain a mega-star or two and bank on the phenom-popularity when creating brand strategy, and forget to focus on real long term growth. They should be promoting many stars, not just a few. Cycling without Lance? Golf without Tiger? Tennis without Federer & Nadal, or the Williams sisters? UFC without Chuck Liddell? The brand power of these organizations undoubtedly drops significatly. I think the NBA is a good example of how brands can be strengthened by promoting many stars, and even on individual teams within the greater organization. I think that, in many cases, sporting organizations gain a mega-star or two and bank on the phenom-popularity when creating brand strategy, and forget to focus on real long term growth. They should be promoting many stars, not just a few. Cycling without Lance? Golf without Tiger? Tennis without Federer & Nadal, or the Williams sisters? UFC without Chuck Liddell? The brand power of these organizations undoubtedly drops significatly.

I think the NBA is a good example of how brands can be strengthened by promoting many stars, and even on individual teams within the greater organization.

]]> By: M. Gauzens http://www.unconventionalbranding.com/online-marketing/livestrong-be-social/comment-page-1/#comment-14034 M. Gauzens Wed, 22 Jul 2009 18:03:34 +0000 http://www.six-degrees.com/blog/?p=67#comment-14034 It is an interesting point - without Lance how far does actual cycling interest drop, not only in the U.S., but abroad as well? He is such a powerhouse figure that his return for another shot at the Tour-de-France is the hot topic of every ESPN show, his Twitter page sas only slightly less followers than Barack Obama's, and yellow 'livestrong' products are appearing at all kinds of retail outlets again. It is an interesting point – without Lance how far does actual cycling interest drop, not only in the U.S., but abroad as well? He is such a powerhouse figure that his return for another shot at the Tour-de-France is the hot topic of every ESPN show, his Twitter page sas only slightly less followers than Barack Obama’s, and yellow ‘livestrong’ products are appearing at all kinds of retail outlets again.

]]> By: elaine leonetti http://www.unconventionalbranding.com/online-marketing/livestrong-be-social/comment-page-1/#comment-14036 elaine leonetti Fri, 10 Jul 2009 17:00:27 +0000 http://www.six-degrees.com/blog/?p=67#comment-14036 I like the idea that Lance is managing his own brand! (Perhaps he took a lesson from Tiger Woods.) The negative press that he endured overshadowed where the real focus should have been - on cancer awareness and research. This is a great way for people to see the real Lance Armstrong - not what the media wants us to see. I like the idea that Lance is managing his own brand! (Perhaps he took a lesson from Tiger Woods.) The negative press that he endured overshadowed where the real focus should have been – on cancer awareness and research. This is a great way for people to see the real Lance Armstrong – not what the media wants us to see.

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