Monthly Archives: June 2017

Speaking of Kanye…Introducing Big Baller Brand

Via your classmate Sinisa:

Big Baller Brand (BBB) is a new brand trying to penetrate a competitive apparel market dominated by Nike, Adidas and Under Armour. The brand is inspired by the 3 Ball brothers: Lonzo, LiAngelo and LaMelo Ball. Lonzo the most notable brother and oldest at the age of 19 finished his freshmen year at UCLA and has entered the 2017 NBA Draft.

The sports world is forever changed? This might be a bit far-fetched…. I watched some of Lonzo games during his freshman year and he’s definitely good, but will he be a superstar like Michael Jordan, Kobe Bryant or LeBron James? These guys changed the sports world and the game of basketball with their play and even clothing lines, but is Lonzo there yet?

He’s not the consensus #1 projected draft pick, he didn’t take his team to the into the Final 4 of the 2017 NCAA Division 1 March Madness Basketball Tournament, he hasn’t even played a minute in the NBA or scored a point professionally… but his shoe has changed the sports world forever? I guess when you look at the $495 price tag of the ZO2 Prime, it has changed the sports world. There hasn’t even been a pair of Air Jordan’s priced this high in years, making the BBB the most expensive basketball shoes in the market.

When Nike, Adidas and Under Armour all pass on signing Lonzo to an endorsement deal and don’t want anything to do with the BBB prototype shoe what do you do…. You compare your shoe to a Rolls Royce and jack up the price since like a Rolls Royce not everyone has the disposable income to buy a ZO2. “If you can’t afford the ZO2’s you’re NOT a BIG BALLER”

Big Baller Brand has received a lot of buzz on social media, however the over 51,000 likes and re-tweets translated into only 500 pairs of shoes sold in the first week. The brand is looking more like an overpriced version of the Starbury shoe…

http://bleacherreport.com/articles/2708013-lavar-ball-defends-495-price-tag-on-big-baller-brand-zo2-sneakers

http://www.latimes.com/sports/sportsnow/la-sp-lonzo-ball-shoes-20170511-story.html

 

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Oh Say, Kanye See….

 

 

 

 

 

 

 

 

Via your classmate Vincent:

When you hear “brand,” you often think of a corporate brand image. With Pepsi and United Airlines recently making headlines with brand blunders, is it time corporations take some inspiration from individuals who have been able to make negative press a positive thing? A recent article on entrepreneur.com (https://www.entrepreneur.com/article/282473) essentially praises Kanye West for his ability to draw attention to himself – arguing that any PR is good PR. Anyone who has watched his interviews might conclude that he is borderline sociopathic; but is he really? He might just have an absolutely perfect understanding of what it means to attract attention and garner more buzz for his upcoming business ventures and music production.
 
His famed wife, Kim Kardashian, knows how to do the same. Sure, she’s had a tape or two (not that I’ve seen them) and tons of controversial imagery released to the public over the years but what remains true is people want to know what she’s up to. This can’t be any better for her brand. I think one thing to note about all these individuals is their ability to stand out, and remain consistent and true to their brand: Kanye West will always be Kanye and Kim will be Kim.
 
Is it an individual’s values that we are attracted to, or more so the fact that they are who they are and the public almost rewards them for their unique characteristics? See Donald Trump for further supporting evidence. In the article, president and CEO of a global marketing agency JWT says “it’s a matter of being able to find and activate those consumers to see who you are,” and “that doesn’t necessarily take a lot of money. It does take a lot of effort”. Is this something that corporate giants can take home and learn from? Are those millions of dollars in ad-campaigns going to the right place or has the internet completely changed the way a business should develop and maintain it’s brand?