Search
 

Branding Your Agency: Part III

Phil Knight, NIKE co-founder and chairman, has referred to one of the most recognizable professional basketball players of all time as ''brand Michael Jordan.''

By Tim Hoelle | Updated on July 31, 2009

Phil Knight, NIKE co-founder and chairman, has referred to one of the most recognizable professional basketball players of all time as “brand Michael Jordan.” While it may be astonishing to think that any one person can be a brand, it is also an important lesson in the power of effective marketing. For millions of fans, the reference to Michael Jordan evokes an image known as “Jumpman.” It is unlikely that many fans know the name of this famous silhouette, but they recognize the image. More importantly from a marketing perspective, they know the name of the company with which the image is associated.

Mention “branding” to people and it is not unusual for them to respond with a reference to a visual image. If sports are not your thing, think soft drinks, telecommunications or car companies, and usually what comes to mind is visual: a logo, label, photo, or illustration.

The first two installments of this series on branding focused primarily on defining and describing branding as the overall customer experience. This article concludes the series with an emphasis on defining branding in a more specific way — namely, how a company presents itself in the collective media.

Want to continue reading?
Become a Free
PropertyCasualty360 Digital Reader.

INCLUDED IN A DIGITAL MEMBERSHIP:

  • All PropertyCasualty360.com news coverage, best practices, and in-depth analysis.
  • Educational webcasts, resources from industry leaders, and informative newsletters.
  • Other award-winning websites including BenefitsPRO.com and ThinkAdvisor.com.

Already have an account?

NOT FOR REPRINT

© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.

Dig Deeper

Recommended Stories

PropertyCasualty360

Join PropertyCasualty360

Don’t miss crucial news and insights you need to make informed decisions for your P&C insurance business. Join PropertyCasualty360.com now!

  • Unlimited access to PropertyCasualty360.com - your roadmap to thriving in a disrupted environment
  • Access to other award-winning ALM websites including BenefitsPRO.com, ThinkAdvisor.com and Law.com
  • Exclusive discounts on PropertyCasualty360, National Underwriter, Claims and ALM events

Already have an account? Sign In Now
Join PropertyCasualty360

Copyright © 2024 ALM Global, LLC. All Rights Reserved.