The Lebron James Journey Illustrates The Power Of Authentic Storytelling

His rehabilitation is complete. A few years ago LeBron James was one of the most hated men in sports. Now he has returned to Cleveland a hero and Forbes claims he is the biggest brand endorser in sport. His off-court numbers are as impressive as his on-court ones: with 2014 endorsement income of $53m boosting a $19m salary, plus 22m Facebook Likes and 16m Twitter Followers. No surprise a slew of brands – from NBA sponsors Kia & Sprite, to long-term partners Beats & Nike (and newcomers like Progressive) – are leveraging his ‘prodigal son returns home’ story as they seek the associated benefits of ‘The LeBron Effect‘. A compelling personal narrative that authentically connects to consumers/fan, Lebron’s journey from hometown hope, to public betrayal, through superstardom, rapprochement and finally the return of the prodigal illustrates that storytelling is an increasingly powerful activation tool.

 

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Sport & Snapchat > Skills, Social Stars & Secrets

Sport & Snapchat > Skills, Social Stars & Secrets

There is no shortage of marketers stumbling over one another to experiment with and engage via Snapchat, but how are some governing bodies, leagues and teams succeeded while other >>

CANADIAN NHL SPONSORS FOCUS ON GRASS ROOTS

CANADIAN NHL SPONSORS FOCUS ON GRASS ROOTS

After the long-running, fan-created #IsItOctoberYet? hockey countdown campaign, the puck has dropped on the new NHL 2014/15 season and that means the league’s partners are rolling out new >>

RYDER CUP 2014 OFFERS A CLASSIC STRATEGY FORMAT

RYDER CUP 2014 OFFERS A CLASSIC STRATEGY FORMAT

The 2014 Ryder Cup is a property that provides an archetypal vignette of classic contemporary sponsorship strategic approaches. While global partner Standard Life Investments uses its international Ryder >>

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White Goods Co. Football Sponsor > Tactical Ideas

White Goods Co. Football Sponsor > Tactical Ideas

A showcase presentation of tactical football club activation ideas for a white goods (washing machines, fridges/freezers, cookers etc) client’s sponsorship ideation workshop. Download Free Report.

FIFA World Cup > Brazil 2014 Report

FIFA World Cup > Brazil 2014 Report

In-depth sponsorship and marketing review of Brazil 2014: sponsor activation, ambush activity, trends, strategies, tactics, insights & learnings. Cost £250. Download Sample Extracts.

IRB Rugby World Cup > NZ 2011 Report

IRB Rugby World Cup > NZ 2011 Report

The IRB World Cup is rugby’s biggest event, but for advertisers, partners & sponsors NZ ’11 presented as many challenges as opportunities. Cost £100. Download Sample Extracts.