Comments on: The Battle for LeBron http://www.sterlingbrands.com/blog/2010/07/the-battle-for-lebron/ Mon, 31 Oct 2011 16:34:20 -0400 http://wordpress.org/?v=2.8.2 hourly 1 By: Evan Hunerberg http://www.sterlingbrands.com/blog/2010/07/the-battle-for-lebron/comment-page-1/#comment-4698 Evan Hunerberg Wed, 07 Jul 2010 21:50:53 +0000 http://www.sterlingbrands.com/blog/?p=1217#comment-4698 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. 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.

]]> By: barry blyn http://www.sterlingbrands.com/blog/2010/07/the-battle-for-lebron/comment-page-1/#comment-4693 barry blyn Wed, 07 Jul 2010 20:23:14 +0000 http://www.sterlingbrands.com/blog/?p=1217#comment-4693 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. 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.

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