When you're flipping the channels on a Sunday and see his team on offense with him in the backfield or in the slot, you're going to stop. That awareness and interest is what marketers will covet.
More Quotes from Paul Swangard:
It may not be a mass audience, but a passionate audience. You're probably paying less than to get a mass market appeal. It gives you a focused way to reach the core of the brand.Paul Swangard
The general feeling is that firms are trying to be more selective about the number of athletes with whom they have relationships. You have to remember that, for the most part, the industry is young and learning how to measure success and get the best return on its investment. The emerging trend is the use of entertainers and retired athletes to market these products.
Paul Swangard
At this point fans are saying, 'Show me that my loyalty means something to you.' But it's a double-edged sword.
Paul Swangard
I don't know if we'd call this a renaissance, but I think he's certainly coming back to life both on and off the court. He may never get back to where his potential was two or three years ago, but there was always the sense that he could rebuild some of that equity. ... It's clear he's well on his way.
Paul Swangard
What the NFL taught us . . . is that I can take an absolutely meaningless game between two teams that no one cares about, take them to Mexico, and turn it into an international marketing platform.
Paul Swangard
That's what folks thought Kobe could become. It was such a shock to the system what happened in Colorado.
Paul Swangard
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