An excellent article on the Boston Globe internet site, revealed an interesting contrast between American football heroes Peyton Manning and Tom Brady.
Identifying that the two are in fact a brand, they take a look at the differences between the duo. A quick look is instructive in understanding how we brand ourselves, products or company.
What's interesting about the two, is Tom Brady, in reality, came from an unknown background and gradually rose within the ranks, while Peyton Manning was born within the equivalent of a football royalty household, being the son of quarterback Archie Manning, and was expected to become a significant force in the league.
Strangly, the two have went opposite directions as far as considering them as a brand goes, as now Peyton Manning is more the person you think you could sit down and talk to at any time - a regular guy, while Brady has more of an elitest feel, with his promotion on glossy magazine covers and dating gorgeous models.
Another thing Brady did, was to break up with his girlfriend just after she became pregnant, and then go on to another women. This is something the regular person out there doesn't relate to or approve of. It doesn't sit well with the regular woman either.
In the end, the two, as measured by their advertising gigs, are completely different brands, with advertisers starting to favor Manning as a much more potent force to promote their products.
This doesn't mean Brady doesn't have his place, it's just more limiting. Brady will relate more to the elites and luxury brands, while Manning represents more what the everyday person does and consumes.
In the end, we need to know what we represent, and the strengths and limitations of what we have to offer. A study of these two gives excellent insight into the importance of that.
If we want to reach out to a more general audience, branding similar to Peyton Manning is in place, Brady on the other hand is more limited, and more of a niche brand than someone who can be identified with by the general population.
» Tom Brady the Celebrity Brand from BizofShowBiz
Tom Brady, the celebrity quarterback of the New England Patriots football team, has increasingly become part of the celebrity gossip culture as he continues his spree of dating beautiful women and dumping them just as quickly.He even has his own... [Read More]
Tracked on: October 14, 2007 5:09 PM | Permalink to Trackback