Think of a brand, what is the first one that comes to mind? My guess (and by no means am I a mind-reader) you probably thought of something along the lines of Nike, Pepsi, or Apple.
However, I can confidently state that you did not name yourself or any other human being. (Sorry, but expensive products that carry the name of a person i.e. Armani do not count.)
You would have probably said 100′s of names of consumer goods like the aforementioned before you even thought about saying your own name.
The definition of a brand is, “a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service, or business” (Google Definitions).
I qualify as a brand under the terms of, “anything that is used to identify and distinguish a specific service.” The anything would be me, Josh Pearlstein, and the specific service would be assisting in digital branding/marketing. Therefore I am a brand.
(Random related tangent: Why do we then have to use the term personal branding, when we want to discuss a person as a brand, if we are all brands?)
This brings me to the brand under the microscope this week: 2010 NBA Champion Ron Artest.
Professional athletes have a greater brand presence then I have, and probably will ever have. I highly doubt there will ever be a shoe or a clothing line created in my likeness, unless I someday inherit a stoker.
I digress. Since we are all brands, and athletes are more prominent brands, then how did Ron Artest’s post Game 7 interview impact his brand?
Did this interview help his brand? Will people identify with him more as he spoke of the love he has for his family? Can he now be loved as he admitted to his problems and is working at overcoming them? WIll fans and teammates embrace him because of the importance he places on winning? Can teams buy into him more because they no longer have to worry about the potential PR disaster anymore?
What about the other side of the coin. Did he hurt his brand? Will the interview be seen as fake, and that he still cannot be trusted? Will the media shun him because of the way he chose to handle the interviewer’s questions? Did, what he said, make him an even larger joke? Will fans, just never forget, his night at the palace?
Personally, I believe that the interview helped Ron-Ron’s brand. In my opinion, it seems as if he is making the most out of his second chance. However, only time will tell if that truly is the case.
Discuss.
