Shaq promotes his personal brand

Assignment Help Operation Management
Reference no: EM132279931

Shaq Promotes His Personal Brand

Shaquille O'Neal, the legendary seven-foot NBA center, veteran of many championship seasons and recipient of multiple MVP and All-Star accolades, retired from the court after 19 memorable years.  But in some circles he is better known now than ever.  Almost 9 million people follow him on Twitter, where he makes millions of dollars tweeting about the product brands he prefers. 

O'Neal has kept tight control on his personal brand in the process.  Upon retirement, he told consumer product firms eager for his endorsements that he would talk directly to fans on his own terms.  Those terms are simple: Shaq wants to entertain and inspire.  Determined not to become just another product spokesperson or allow his Twitter feed or Facebook page (also with millions of followers) to be scripted for him, he has focused on a strategy some call "soft power" to infuse his promotional messages with hid own personality.  Even his retirement announcement video was linked on Twitter.  

Stunts he films to share with fans and quirky pitches that reflect his daily life are clearly catching on with his growing audience.  "I never say, 'Go buy this' on my Twitter," O'Neal says.  Instead, he'll ask fans how many Oreos they think he can eat in 15 seconds, and hundreds of thousands of people respond to his credibility and humor by buying Oreos.  One industry observer calls O'Neal's brand one of the most authentic in social media today, praise that stems from the basketball star's commitment to project an online personality that's funny and smart, that inspires people by making them laugh, and that doesn't try to sell anything, not even himself.

Other promotional efforts with O'Neal's backing include AriZona Beverages' basketball camp scholarships, set up to coincide with the introduction of a new all-natural line of cream soda called Soda Shaq.  The partnership seems perfectly authentic for O'Neal, who credits sports with keeping him ouit of trouble when he was a kid.

O'Neal advocates entertaining and inspiring as ways to convey a successful promotional message. What makes people take his message seriously enough to buy products as a result of his approach?

Reference no: EM132279931

Heart valve is available for heart surgery-heart plus

To ensure that the correct size of heart valve is available for heart surgery, Heart Plus, the maker of the valves employs salespeople to place and maintain inventories at hos

Describe why you believe that social responsible pricing

either defend social responsible pricing as a viable business practice or describe why you believe that social responsible pricing can lead to a company's demise.

Considering bringing the garage fabrication process

Angels Inc. is considering bringing the garage fabrication process (which is currently outsourced) in-house. If garage fabrication were brought in-house, the factory would be

Identify the customers key issues

How you will hook your listener. Identify the customer’s key issues. Make the recommendation. Stress benefits, not features. Make the close. Respond to objections Write a one-

About the examples of active voice

Which of the following is/are an example/examples of active voice? Douglas filed a suit in a federal district court against the insurer. Was Allstate liable under the homeowne

What is purpose of enterprise system-describe three types

What is the purpose of an enterprise system and describe three types? What are two challenges of legacy systems? Why are employees a source of valuable information and why are

Develop an mrp for space age furniture company

Develop an MRP for Space Age Furniture Company using the information in the case including the production of sub-assemblies in lot sizes of 1,000 - Analyze the trade-off bet

How do distinctions between value disciplines

Are long-term objectives helping the enterprise make appropriate strategic choice decisions? How do distinctions between value disciplines, and generic and grand strategies


Write a Review

Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd