College of Charleston communication professor Vince Benigni takes a look at shifting views in the public mindset when it comes to athletes who are perceived as franchise players and the ones that actually perform.
Vince Benigni
Notoriety or accomplishment…what constitutes a winning sports brand?
Sure, Charlie Sheen parlayed craziness into “winning” for at least Two and a Half Minutes. But sports aren’t a sitcom (unless you’re a Knicks fan).
Post-retirement Michael Jordan (no playoff series victories in a decade as GM/owner) is still considered the ultimate winner. Tiger Woods still dominates golf headlines while losing a marriage, a front tooth, and 19 straight majors. He’s 39 going on 82.
Jeter and Polamalu, unlike MJ and Tiger the classiest of winners, hung on a year too long.
We’ve bestowed bouquet monikers to Big Game Bob Stoops, loser of seven of his last 12 bowl games, four by more than 20 points. Big Game James Shields? He’s 3-6 in postseason play.
RGIII unveiled a logo and a 4-12 record, while promoting a chain “where winners eat.” Subway? Try Subterfuge.
Jerry Jones has two playoff wins in 18 years. Yet it’s His World.
Melo and Kobe demanded max extensions as the brand faces of their destination franchises, now outposts on the Draft Lottery Highway. At least the Mamba has five titles, unlike Rex Ryan, who parlayed four dreadful seasons into $27 million from the Bills.
Why has such little substance been so celebrated?
Branding expert Hayes Roth (clients include PGA of America; Ryder) notes “one can have widespread name recognition but no relevance, point of difference, nor cohesive brand story to give them true value.”
Patriot’s Quarterback Tom Brady and Head Coach Bill Belichick
Nothing brings true value more than hardware. Brady and Belichick have joined Duncan and Popovich as the Clydesdales of pro sports.
Like the Patriots and Spurs, the top two teams (Golden State and Atlanta) in the NBA are led by coaches with nine combined rings. Kerr and Budenholzer sound like personal injury lawyers, but all they inflict on fans is team-oriented basketball, which for years operated in isolation.
Posey, Panda and MadBum are now Giants of the diamond, with three titles in five years.
Urban Legend nicked Alabama en route to his third national title, with a third quarterback.
Quick, name an L.A. Kings player? Not Sidney, Ovie, or even Swaggy. But they have two Lord Stanleys.
Rory McIlroy has won the last two majors, and four of his last seven European Tour events (finishing second in the other three). Novak Djokovic has won two of the last three tennis majors. Country club sports ruled by class people.
So is there hope for the moribund? Well, the Timberwolves have lakes of cap space, the last two #1 overall draft picks…and an 8-39 record. The Raiders have a promising quarterback and another uninspired coaching hire in Jack Del Rio. Just when baby?
After waging war on defensive metrics, is new skipper Joe Maddon a ray of hope for our lovable losers in Chicago? Talk about the ultimate shift.
And finally, a flicker of hope for a winning fan base in luckless Cleveland. The Cavs ride an 11-game win streak, and Johnny Manziel begins a road to personal and professional recovery.
If only Ricky Vaughn could make a comeback…
