BRAND JORDAN: EARNED

"No one had to market Michael Jordan.
I marketed myself by what I did on the court." - Michael Jordan

Today’s professional business world is quick. NBA scouts are tracking twelve-year-old players to catch the next rising star. Trend software run the numbers on each player to generate risk models for casinos. And many NBA marketing programs are built with the expectation of players averaging 30 points per game. But when the players can't live up to the expectations, the programs fall apart. You can't fake out the consumer. To build Brand Jordan, each step would be earned.

Michael Jordan's entrance into the marketing world was shaky. Nike executives were nervous about the release of Air Jordan. Until this point, no one had ever made it work in the basketball industry. But Jordan was about taking everything he did to the next level. If he was on the court, the game was never over.

His fans adored this passion, which quickly translated to the bottom line:

Nikes Original Sales Goal: $3 Million

First Year Sales: $130 Million

Brand Jordan was built on hard work. From its early beginnings, Brand Jordan fought for the top. Each step was earned. EARNED is the best way to know it’s yours. If you keep taking your Brand to the next level, soon you will have a brand that has no equal.

Is your Brand earning its way to your customer’s heart?