Paul Swangard
Paul Swangard
barry brand equity hate lose love realize suspect tie whether
I suspect they realize that whether you love him or hate him, you want to watch. As for other companies, there's just too much to lose to tie their brand equity to Barry right now.
He can't let the blip become a trend.
attach brands categories family name
There are still categories that are probably not going to want to attach their name to Kobe. Family-consumer brands like McDonald's and Sprite are probably still a little reticent to come back into the fold.
awareness channels flipping interest marketers offense sunday team
When you're flipping the channels on a Sunday and see his team on offense with him in the backfield or in the slot, you're going to stop. That awareness and interest is what marketers will covet.
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Kobe was seen as this non-controversial, rather worldly good guy. He can rebuild his image, but it's never going to be the same that it was.
continuing population sports
The American population is continuing to diversify, and Hispanics have become a very important part of the sports economy,
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That's what folks thought Kobe could become. It was such a shock to the system what happened in Colorado.
against becomes closer connection fans gets overly people stepped turn
I don't think fans are necessarily against it, but they don't want it to be too in-your-face. If it becomes overly commercialized, people will turn away. We've already stepped out with buildings, but the connection the fans have isn't with the building, it's with the team. This gets closer to the core.
generate issue seems stadium step steps taken using
You want to be using the off-season to generate momentum. And nothing has happened, from the stadium issue on down, to give much acceleration to that momentum. For every step forward, it seems like they've taken two steps backward.
events presenting
All the (major sports) events have some presenting sponsors.
discount particular product
The leagues, especially the NFL, don't want to discount their product for a particular market,
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The general feeling is that firms are trying to be more selective about the number of athletes with whom they have relationships. You have to remember that, for the most part, the industry is young and learning how to measure success and get the best return on its investment. The emerging trend is the use of entertainers and retired athletes to market these products.
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The good news for NBC is that China is a bigger story than any athlete. The significance of those Games will draw the casual viewer because it's China. ... You are talking about 1.3 billion people and a country that is using the Games as a statement of its place in the global economy.