Managing the LeBron brand

Tuesday, August 3, 2010

Managing the LeBron brand

In what may be seen by some folks in Cleveland as a further slap in the face to the city by LeBron James, the new Miami Heat star took out a full page ad in the Akron Beacon Journal today, thanking his fans and friends in Akron (read 'not Cleveland') The ad reads:



To My Family, Friends and Fans in Akron:

For all my life, I have lived in Akron — and for that, I am truly a lucky man. It was here where I first learned how to play basketball, and where I met the people who would become my lifelong friends and mentors. Their guidance, encouragement and support will always be with me. Akron is my home, and the central focus of my life. It’s where I started, and it’s where I will always come back to. You can be sure that I will continue to do everything I can for this city, which is so important to my family and me. Thank you for your love and support. You mean everything to me.

LeBron

In all fairness, LeBron is probably feeling a little miffed at Cleveland and in particular Dan Gilbert after that letter-heard-around-the-world, but was this ad the right road to take? When you have a brand like LeBron it is inevitable that you can enjoy a long career without some controversy to mar your legacy, Kobe Bryant, Lance Armstrong and Tiger Woods can certainly attest. But it's what you do in the face of the controversy that determines how you are remembered. And this is a lesson that LeBron could stand to revisit. Whether or not this was a childish shun on his part or an innocent omission on the part of his team or the ad buyer, taking the high road should have been the preferred response in this situation. The fact that this letter was issued almost a full month after The Decision, also calls into question its true intent and his team's preparedness to deal with the the aftermath of what they should have known would be a controversial decision.


The lesson here for athletes and entertainers alike is to think long-term about how you want your brand to be remembered and to plan in advance for the aftermath of crises. Proactive vs. reactive should be the route athletes strive to take unless circumstances don't allow.


We'd love to hear your thoughts on whether your perception of LeBron has diminished since The Decision.


~KhailaTweet