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 >>
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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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 >>