“Image is everything,” declared Andre Agassi in a highly successful marketing campaign for Canon in the 1990s. At the time, the tennis icon was viewed as an iconoclastic rebel—an image the camera-maker leveraged for its own Rebel brand. But as we later learned from Agassi’s tell-all autobiography, the image didn’t really match reality.Read More
Authenticity is at the core of communicating your brand’s purpose.
Marketers talk a lot these days about authenticity. Brands invest millions in campaigns intended to connect authentically with their customers. They’re attempting to demonstrate to customers that the brand and the customer care about the same things.Read More
We don’t always admit it, but we Americans love sports heroes who make waves.
Some now-retired athletes like Andre Agassi and Dennis Rodman and current ones like Kawhi Leonard and LeBron James started their careers with very visible swagger, then won championships to prove their detractors wrong. Doing so, they’ve quieted the critics who claimed that they are all mouth. Others, like 1967 Boston Marathon runner Kathrine Switzer, stepped onto the scene quietly, and then—bam— changed sports and history forever.Read More