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Build a Brand Like Apple in Sports

When you think of brand positioning for Apple Inc. (Public, NASDAQ:AAPL) a few words come to mind: creative, quality, dynamic design and secretive.

In light of the last definition, most all information that has any hint of a new product, design or circuitry hits every mode of media within minutes.  Apple’s PR department has one of the easiest, most rewarding jobs in the industry because the brand has evangelists that hang on the company’s every word, official or otherwise. Media of every kind look for an edge when it comes to reporting about the company’s latest product. It’s also been rumored that Apple leaks information to the media in an effort to set off the buzz meter about a product. It works every time.

There is a brand parallel to Apple in professional sports. His name is Brett Favre.

Favre’s seeming indecision about whether to return to the National Football League for the last three seasons that has gone late into the summers, along with his advanced football age and injuries have created a National Enquirer-type watch on everything he does. There seem to be cameras and “news” reports of everything from his lawn-mowing chores to chats he has with his alma mater’s baseball team. Is all of this news? No. Do people click on links or tune into their favorite sports shows when they see or hear anything that highlights Favre’s name? Yes.

Favre is not someone who became a celebrity for being a celebrity. He’s a three-time AP Most Valuable Player (1995, ’96 and ’97), played in two Super Bowls, five NFC Championship games and has led teams to eight division title rounds. He holds every major NFL record that exists and his adventurous style of play through the years has only added to the mystique.

Whether you like the fascination attached to Apple or Favre is your choice. The fact is that when either one of these brands makes a move, people take notice in droves.

From a personal standpoint, I’d love to have a brand built on such fan bases. You’ll never satisfy everyone, as it is with life, but you have a winner when you can generate buzz from a whisper.

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Image by kyz

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4 Responses to Build a Brand Like Apple in Sports

  1. WHAT'Z DA COUNT May 28, 2010 at 3:33 pm #

    I have that Brand they are looking for..WHAT'Z DA COUNT aka WDC is not just a Sport Slogan it's my Brand.. It's a Achievement Award..it's a Sickle Cell Trait Awareness.. It's a clothing brand for all ages.. And it has a theme song ready to motivate the arenas and the athletes..I have logos for every sport and way of life.. http://www.whatzdacount.com needs a sports figure like B. Farve. Legendary Rapper Kurtis Blow.. Supports WDC on SCT and has a verse on the WDC theme song.

  2. Alan Chokov June 2, 2010 at 5:06 pm #

    Hello Gail:

    If I can impose upon you, when you have a moment could you please view http://www.Kids2ProSports.com, a one page summary of a new interactive, multicultural, Sports Portal & Search Engine I am developing that chronicles athletic competition from childhood…..to professional…..and beyond, featuring over 1,000 sports.

    I would appreciate your valued input.

    If you have further interest, a detailed business plan is available.

    To establish a dialogue, (O) 877.424.6568; Cell: 732.580.6394

    Thank you for your consideration and keep writing those informative articles.

    Alan Chokov
    Founder/CEO

  3. KanonKulpa September 5, 2012 at 3:57 pm #

    Hasn’t that already been played out? The whole rapper meets athletes thing? I think the latest branding statement that stands out in my mind in Nike’s latest commercial with the heavy set boy running down a rural road. The brand positioning statement is “Find Your Greatness”. Just search Nike: Find Your Greatness – Jogger to watch it.

  4. KanonKulpa September 5, 2012 at 5:09 pm #

    I think the latest branding statement that stands out in my mind in Nike’s latest commercial with the heavy set boy running down a rural road. The brand positioning statement is “Find Your Greatness”. Just search Nike: Find Your Greatness – Jogger to watch it.

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