1. To be a great brand, you must have a great product in the first place: not necessarily a better product, but something that is different, that you are dedicated to and that you constantly strive to improve. Brands are like footballers in this respect: play off your past and you will soon be out of the team. Beckham was never rated alongside football greats such as Charlton or Best.
He wasn’t even a teenage wonder like Rooney, Giggs or Whiteside, but ask Alex Ferguson what makes Beckham so great and he’ll tell you that he worked harder than anyone else on the field. He got to training first and left last. That’s how you build a great reputation/brand.
2. Managing a brand is a systematic process covering a multiplicity of factors. Celebrities are no longer just endorsers of other people’s products: they are brands in their own right, and are learning to manage themselves as such. After all, “Products are made in the factory, but brands are made in the mind”. Many people don’t care what some people say about them, but celebrity brands like Beckham need to worry about what everyone says about them.
The downside of mis-managing this part of your brand is ending up like glamour model Jordan. She once had the world at her feet and now seems to annoy everyone no matter what she does. A quick look at Tiger Woods also highlights just how quickly brands jump ship if your personal brand suddenly fails to deliver. Leer más “How to Brand it Like Beckham”