15 August 2012 11 Comments

Brand communication and marketing: the David Becham way

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

David BechamAbility to draw applicable wisdom from others in turning around one’s own fortune is highly essential. Someone has said ‘experience is a great teacher especially if it is not yours’. Learning from the experiences of others will help a brand in no small way. It is good if we understand no brand is too big to learn from others. It is foolishness for a brand to solely depend on its own knowledge to grow its market. A Nigerian proverb captures well this essence:’ anyone who vows never to urinate where ‘someone had’ may have to get to the great beyond before he will ease himself’. The world we live offers us many useful notes for designing eyes to excel.

David Becham 37, may not be the highest paid football player today but his brand name is stronger than any other in his generation. In 2007, A survey (by Dave Brown entertainment) was carried out in America to find the best sport persons known by name and David Becham’s name top the list with 51.9 percent. It was further argued that David Becham’s celebrity positioning/ status pushed him far ahead of his colleagues. No wonder then David Becham have enjoyed endorsement deals from brands like Addidas, Walt Disney, Proter and Gamble and Motorola among many other Fortune 500 conglomerates. Some had claimed David Becham’s endorsement deal runs in the region of $41.3Millions every year.
Based on the above, we think there are some great lessons the brand can offer.

Personal touch, logo and uniqueness: David Becham has uniqueness in the way he crosses his ball. A logo of a slightly bended body towards left side and the right leg raise up in same direction is Becham’s signature. Ability to build, push a strong uniqueness will aid brand recognition when it comes to its communication and marketing.

Excellent brand image and perception management: Some believe image is everything while others take exception. No matter what your take is, there is need to invest in brand image and perception management. Negative image destroys emotional connection. David Becham once said “The spotlight will always be on me, but it’s something I’m learning to live with as the years go by.” How well we manage brand image, stardom will affect its marketing.

Positive controversy: a brand sometimes needs positive controversy to get to limelight. David Becham has been perceived as a hero and villain. One recent controversy around David Becham’s brand was his launch of his Bodywear campaign which witnessed a verbal protest. This was reported to regulatory Agency as offensive. The controversy was instantly excellently managed by his PR firm. Another issue is his marriage to Victoria, a former spice girl which many will not forget in a hurry. Victoria’s celebrity status rubs off on David Becham’s image initially. But today, the blend of a new touch and Victorial’s change into a new life has helped in no small way to build the brand.

Dedication and Commitment to his niche: David becham was known for his dedication to his niche. He is popularly acclaimed to be visionary, unselfish, hard working, inspirational brand that created chances for his team mates. He may not be a perfect human being, brand(tell me who is) as he had his low moment of occasional hot tempered display, his flicking out at Diego Simeone in 1998 World cup etc

Brand creativity, positioning and engagement: apart from the above, Becham’s uniqueness has helped in better positioning and engagement of his brand. After David Becham became one of the London Olympic brand Ambassadors, his latest move was the launching of his Bodywear in partnership with H&M. This strategy may be to position the brand for his post football career.
Over to you, what can you add?

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