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Everything is Marketing – Tom Brady, The Brand

Brand Strategy 2

By Luke Sklar and Amber Hudson

Welcome to the Everything is Marketing blog!  Our mission is to prove to you that every single issue in life, every topical person, story or event, has a marketing lesson.  And we challenge you to defy this premise.   So come on, weigh in on the discussion, share your thoughts and ideas, agree or disagree, we want to hear from you.

Okay, football fans here’s three lessons from “Tom Brady, The Brand” He’s got killer NFL records, three Super Bowl titles, the movie star looks, the model wife…yet Tom Brady is 0-3 in his last three big games.  You’d at least expect a Super Bowl appearance this year from the person receiving the biggest pay cheque in the league.  I’m just saying.

Could there be a chink in the armor of Mr. Wonderful?  Could this be “Brady Brand erosion?”  Could it just be a foot injury (as the rumour mill is speculating)?  There’s still a lot of love for Tom, but how long will it last?

Photo Credit: Image of Sport / PR Photos

Lesson 1:  Great brands are resilient

Perceptions often lag reality. If you build up greatness it can last on fumes for a little longer than actual reality (hello Brett Favre)

Lesson 2:  The product must deliver

There is something we use called the Three Times Rule:  if a product falls short 3 times it will erode the incredible consistency of even a powerfully focused brand.   If you fall short of your core promise it has significant repercussions (Toyota… anyone…? anyone…?) and demands a recovery plan.  One more play-off season choke and the Brady Brand WILL start to erode.

Lesson 3.   Branding is empty puffery if not rooted in truth

Even those with one foot off the band wagon cannot argue with his legendary rise in the league, his records and his work ethic.  Plus his patience in the pocket and ability to see multiple receivers is second to none. His three early Super Bowls speak for themselves.

So, what do you think?  Can the Brady Brand prevail or are his better days behind him?  Let us know what you think – send the love, spark a debate, we want to hear from you!

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Luke Sklar Published January 19, 2011 by Luke Sklar This entry was posted in Blog, Brand Positioning, Brand Strategy and tagged , , . Bookmark the permalink.

  • http://www.brainrider.com/ Nolin LeChasseur

    If he can somehow channel the superhuman can-do-no-wrong energy of the Toronto Maple Leafs brand, he’ll be ok. They seem to have been granted immunity to the Three Times Rule.

  • Lori Litman

    I love the new site!
    Totally agree Luke and Amber, great brands are resilliant but not without hard work at keeping a close eye on what is relevant – ‘what does your customer want to know’. There needs to be a willingness to adapt with customer needs while staying true to brand’s core values.Believe that if it’s all puffery and no real substance, you may have initial fad or frenzy but sales won’t sustain over time.

  • Patrick Gladney

    Hey Luke,

    Congrats on your new site!

    Tom Brady has three superbowl rings, reached 100 career victories faster than any quarterback in history and was recently ranked the 7th best NFL quarterback of all time. And his career isn’t even half over yet.

    Brands with that calibre of DNA can withstand the odd disappointment. Plus, we all know that it was Bellichek’s fault for not letting Brady loose in the fourth quarter. Down by 11, running the ball, no hurry up offense. Unbelievable!

    patrick