This summer, the most interesting positioning fight isn’t between old rivals like Coke vs. Pepsi, or even new competitors like iPhone vs. Droid. Instead, our attention is riveted by the multi-sided positioning brawl between NBA teams desperate to win the right to lavish millions on free agent superstar LeBron James.
Now, the people who run those NBA franchises might not see it as a positioning challenge, but that’s exactly what it is. Money alone isn’t the issue since all teams in the running can offer only the same “max value contract”. So the winning franchise will be the one that positions itself best – and in the process, de-positions its rivals.
It’s a classic positioning exercise with some key strategic questions. What motivates the target audience – in this case, LeBron and his circle of influencers? What are my franchise’s most compelling and differentiated strengths – can I offer the best supporting cast, access to Jay Z, maybe the chance to be a hometown hero? And how can I cast my competition in the worst possible light – Hey ‘Bron, do you really want to be in Jordan’s shadow in Chicago? Or play second fiddle to D-Wade in Miami?
Who’s going to win? Your guess is as good as mine, but we’ll all be tuned in to ESPN around the clock until we find out.
And since positioning is our core competency here at Sterling, any NBA GM’s out there should give us a call…we hear Carmelo Anthony is going to be a free agent in 2011.
Colin Chow
SVP Strategy from Sterling- West Side
Tweet this | Tags: brand, lebron, positioning
a classic positioning case indeed. and, as sterling would say choosing a position mans choosing to “be” something and “not be” something else–and there are casualties to these choices. fans in cleveland, miami and new york will learn. further, the choices news outlets like espn make in covering the story become part of “positioning” for our brand and have benefits and drawbacks.
There’s some confusion going on here. Positioning is specifically about creating a distinct brand identity, not persuasion. If positioning covered everything in this post, it would be synonymous with sales.
Those courting franchises are more like negotiators. LeBron has something they want, and they need to give him a host of specific opportunities and tangibles in return. Positioning to LeBron would be more like Chicago saying, “This was Jordan’s home. It’s time to continue the legacy.” A statement like this positions Chicago as the home of the legends, and this might be one of many strategies for attracting LeBron.
Sure, LeBron wants to enhance his image with the brand (team) he wears, but he’s big. It’s gonna take more than just positioning to win him over.