Being Beta

Exercises in the higher banter with One of 26. Elsewhere called 'poet of adland'. By a whipple-squeezer. Find out why being beta is the new alpha: betarish at googlemail dot com

Tuesday, June 23, 2009

Commercial: Michael Owen's brand values




It was only a matter of time that this document came out. But instead of laughing at Mr Owen and Wasserman, let's use the opportunity to re-iterate one of the key lessons of branding:

Delivering on your promises


So, when Michael's brand values promise 'fit and healthy' - as the first one!- you'd better hope that's true and accurate. Alas, however unfairly, the perception is otherwise.

And it's hard to see what can change that, short of an extended run in a team. Anywhere. Perhaps another foreign soujourn is the right option at this juncture.

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4 Comments:

Blogger Nick Asbury said...

Great minds, Rish. Just had similar thoughts over here: http://asburyandasbury.typepad.com

Extraordinary that 'fit and healthy' and 'young' can be included as brand values. Does that mean when he hits thirty or breaks a metatarsal, he's going off-brand?

2:13 pm  
Blogger Rish said...

Exactly so; I understand why they've put that it in, but it's hardly a credible response to his injury travails. And why no mention of an ability to re-invent himself as a player?

2:39 pm  
Blogger Nick Asbury said...

Just the act of producing a brochure was desperate and self-defeating. But if they really had to do it, they should have stuck to the numbers.

Front cover line: Michael Owen's Goalscoring Record.

Inside: A list of stats for Liverpool, England, Real Madrid and, yes, even Newcastle.

All nice and bold and typographical.

It would have stood up on its own without any surrounding spin, and certainly without the brand values.

Maybe I'll drop him a line.

2:48 pm  
Blogger Rish said...

Not a bad idea - I think a '26 represents footballers' plan could be a whole new area of business...

2:50 pm  

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