Trending from G/L: How Nike’s relationship with LeBron remains timeless

Geile/Leon Marketing Communications

Trending from G/L: How Nike’s relationship with LeBron remains timeless

Sponsorships for professional athletes carry an extreme level of volatility for the simple reason that the outcome of the games they play aren’t predetermined (unless you’re a professional wrestling fan, that is).

It’s remarkable how quickly a golfer like Tiger Woods can watch his stock plummet while Rory McIlroy heads in the opposite direction. It’s incredible to watch a no-name utility infielder like Geoff Blum become a World Series hero in one night. It’s humorous even when it’s for all the wrong reasons and most casual fans probably don’t remember your name.

And then there’s LeBron.

There’s no question that LeBron James is a phenomenal basketball player. His legend was already well known when he was playing in high school, and this was really before the golden age of high school sports clips were available all over the internet. Even before he even played his first professional game for the Cleveland Cavaliers in 2003, Nike had signed him to a deal just short of nine figures.

More than a decade later, that relationship between LeBron and Nike has been accompanied by everything that’s happened on and off the court. On the court, LeBron brought the Cavs to the brink of a title. Then, off the court, there was The Decision.

Shortly after, amid a strong fan backlash, Nike released this iconic spot, attempting to humanize LeBron and explain why he made the choice to leave home:

After winning multiple titles in Miami, LeBron returned home and nearly delivered a championship, falling short in the NBA finals despite a heroic effort.

Over the weekend, the Cavaliers and Nike took out a full-page ad in the Cleveland Plain Dealer, thanking the fans for their support and reminding them that the journey is not over.

LeBron

The ad is minimalist, but it strikes the right tone and tells the story that just transpired as well as what lies ahead. For a partnership like this, Nike doesn’t have to be front and center because they’ve been intertwined with his story since the beginning. It allows them to focus more on why people should care instead of trying to just sell shiny new shoes.

Certainly not everyone has the resources that Nike does, but as this ad shows, you don’t need to create something overly flashy to resonate with readers and grow a brand. If you’re ever looking for help your brand take the next step, we’re here to help.

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Selecting an Agency Doesn’t Have to Give You a Headache

Geile/Leon Marketing Communications

Selecting an Agency Doesn’t Have to Give You a Headache

Recently, Harley Hammerman, CEO of Metro Imaging and Geile/Leon client, told the Business Journal that selecting an advertising agency to promote his business was a matter of relationships. A few days ago the ANA, the Association of National Advertisers, and 4A’s, The American Association of Advertising Agencies, published guidelines on how to conduct an agency search to help marketers find the right agency and make the process as painless as possible, for both parties. It’s a big commitment to hire an agency. There’s a lot riding on the decision, and you want to get it right.

The agency search is a blessing and a curse. The blessing: for the agency, the opportunity to win new business; for the client, to form a relationship that could change their business. The curse: the process, which is about to be broken.

Most companies think that the RFP, is the way to go. Almost any agency will tell you it’s flawed. Historically, RFPs are used for vendors and contractors. Your agency is a consultant—it’s a relationship and our services can’t necessarily be compared. The beauty of agencies is that we all think and tackle situations differently. If you were to receive five RFPs from five different agencies—the answers would all be different. Thank goodness!

The key to a great relationship with your agency is finding one that fits you, understands your business and can deliver great results. This is not a one-size fits all deal. Not every client is right for every agency and vice versa.

So throw out your RFP form. Instead, do some research. Ask around. We (agencies) like to think that our clients would be happy to give a recommendation, because we have exceeded their expectations. Jump online and do a search for agencies, and make your short list. Then get some opinions from colleagues. Meet one-on-one with the agencies on your short list. Visit their space. Talk with your account team.

Finding an agency is a lot like dating. Certain criteria have to be met, but the spark on the first meeting is usually the tell-tale sign of a long and successful relationship.

CRAZY TO RE-BRAND OR CRAZY NOT TO?

Ben Edmonson
Senior Art Director

CRAZY TO RE-BRAND OR CRAZY NOT TO?

 

In 2008, when Wal-Mart ditched the hyphen in favor of the burst, they definitely got it right. With a campaign centered around their new tagline — “save money. live better.” — their success has come largely from keeping the consumer in mind. It is that brand to consumer connection where success can either make a splash or go off the deep end. Some companies have gotten it right, but why is it when it comes to branding overhauls most ad agencies leave consumers scratching their heads?

The answer is simple, but in order to get there we need to take a step back. To fully understand the woes of re-branding, we first must understand what branding is. Simply put, the ultimate goal of advertising and branding is to take a simple word or phrase associated with your product or service, and plant that in the mind of the consumer. Sounds easy enough, right? Brands like Starbucks, McDonald’s and Gatorade make it look easy. Over the years, the automakers have done the same thing — Toyota has done it with reliability, Volvo has made the connection with safety and BMW has made consumers believe that they actually invented driving. Yes, the awesomeness of branding is nothing short of powerful, but then again — it has to be. In such an advertising heavy world, how else can you turn potential buyers into die-hard consumers?

Getting your target audience to notice your brand, and your brand only, takes a lot more than just a new logo. You need a smart advertising agency that understands branding from the consumer viewpoint. Placed in the right hands (or minds, rather) a powerful marketing and advertising firm can take your brand from the somber depths of mediocrity to great heights for years to come. Whether it’s a complete overhaul or strategic planning, your brand’s messaging and appearance in the minds of consumers needs to stay sharp so it can continue to capture its target audience.

Let’s face it, advertising has changed drastically since the turn of the century — just look how successful companies use social media. You can’t reach consumers the same way you have in the past and expect the same results. With oversaturated markets and a short amount of time to capture consumers’ attention, the need for re-branding is more apparent now than ever. Your brand is your face, personality and essence of your company — everything it stands for. Call me crazy, but you can’t afford to throw it out in the consumer world, only to get buried on the bottom shelf of consumers’ minds.

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