What can we learn from Sports Brands? #23 – The Brand

When LeBron James played for the Miami Heat, a man walked into a San Francisco bar one afternoon to catch an NBA game, sidling up next to a woman who appeared to be in her 60s. Miami was losing and the woman mentioned that she was from Cleveland, but there was something in the way she said it that left the man with the distinct impression that she was among the Cleveland fans left embittered by the “King’s” move from Ohio to South Beach. As the Heat mounted a comeback,  however, the woman became increasingly animated, raising her fists triumphantly in the air and exclaiming “Yes!” when LeBron hit a clutch shot.  Amused, the man asked the woman: “I [...]