kawhi-brand

Professional Athlete Branding & Identity:A Semiotic Review

Prepared for Kawhi Leonard, Kim Robertson & Dennis Robertson

© 2009-2013, Crosscut Advisory Partners, LLC. All Rights Reserved.

March 2013, Confidential & Privileged

Objectives:• Gaining a cursory understanding of semiotics - the

theory of signs and symbols - in culture

• Identifying cultural archetypes for brands

• Reviewing the most popular brand ‘powermarks’ inprofessional sports culture


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Semiotics:Semiotics is a branch of anthropology that ‘anchors’signs and symbols in the culture of consumers, enablingbrands to cognitively create and communicate relevancy,identity, meaning and community.


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Symbolism:A logo symbolizes and translates brand values intotangible design properties and elements, a key factorfor visual differentiation.


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Iconography:Conventional meanings attributed to images.

1968 2013


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Branding:Selecting and blending tangible and intangible attributesto differentiate a product, service or corporation in anattractive, meaningful and compelling way.


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Brand Archetypes:In marketing, a brand archetype is a genre you assignto your brand, based upon symbolism. There are 20.

The idea behind using brand archetypes is to anchoryour brand against something iconic - somethingalready embedded within the conscious andsubconscious of culture. In the minds of both thebrand owner and the public, aligning with a brandarchetype makes the brand easier to identify.


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Professional Athletes:There are 3,586 athletes competing in Americanprofessional sports:

• NFL: 1,696 players

• MLB: 750 players

• NHL: 690 players

• NBA: 450 players


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Pro Athlete Powermarks:

Greg Norman Michael Phelps David & VictoriaBeckham

Tiger Woods

Roger Federer Tom Brady Michael Vick Michael Vick


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Christiano Ronaldo Derek Jeter Manny Pacquiao Michael Schumacher

Usain Bolt Rafael Nadal Novak Djokovic Wayne Gretzky

Pro Athlete Powermarks:


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Pro NBA Powermarks:

Carmelo Anthony LeBron James Michael Jordan Shaquille O’Neal

Dewayne Wade Chris Paul Vince Carter Blake Griffin


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Pro NBA Powermarks:

Kobe Bryant Kobe Bryant Tracy McGrady Chris Bosh

Kyrie Irving Kevin Durant Deron Williams Russell Westbrook


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NBA Powermark Mapping:

LOGOBRAND

LIFE

STA

NC

ELI

FE S

TYLE


HOW I LIVE (EXTERNAL)

WHY I LIVE (INTERNAL) NEAR-TERM WHITE SPACEOPPORTUNITY

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Questions - Kawhi Leonard:1. What do you envision for your brand over the next 5 years?

2. What is your brand proposition; what value(s) do you stand for?

3. What three words (nouns) best describe who you are?

4. What archetype best reflects you as an individual and player?

5. What is your (brand) tone, attitude and personality?

6. How are you different from other NBA players?

7. How do you plan to use your logo or powermark?

8. What is your brand awareness today among the public and professionalsportscasters?

9. Do you know what your Q Score is?

10. Why do you believe you need a brand logo?


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Brandscape: Understanding Key


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Brandscape: Texas Perception

Product Categories:What categories culturally fit with Kawhi Leonard?


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Implications:• The sports category is saturated with new logos and symbols;

new brand marks are introduced everyday; it’s hard enoughfor consumers to recall players’ numbers, teams, positions,new products without more branding

• There is a difference between brand and name recognition -when both are engaged in celebrity endorsements of products,meaning and messaging can potentially be conflicted

• The value of professional athletes powermarks is unclear inassessing their total market value and ‘sale-ability’


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Lee “Chappy” Chapman Credentials



Lee “Chappy” Chapman has been instrumental in helping some of the largest agencybrands reinvent and build "best in class" Account Planning and Strategy departments.His creative strategies have launched and supported numerous award-winning globalmarketing communications campaigns and products for over 55 brands.

He has held senior and executive brand strategy and account planning positions withTranslation, Grey, M&C Saatchi, Saatchi & Saatchi, and BBDO. He has also workedfor BBH, and J. Walter Thompson designing communication and brand strategies forsome of the most iconic global consumer products.

Previously Chappy worked in capital markets in investment banking and private equityas securities analyst where he specialized in Emerging, Distressed and AlternativeInvestments. Chappy created the first African American-owned brewing company inthe mid-90s; started the consumer ventures incubator, Binocular; and is the authorof three culturally-focused Q&A books under the pen name Mr. Lee.

Chappy has advised several start-up brands and served as a Board member, and hasbeen a featured guest and panel speaker for industry organizations and the 2009Clio Awards.

Currently, Chappy is a principal with Crosscut Advisory Partners, LLC, a NYC-basedbrand consultancy he founded in 2009 specializing in the intersections and crosscutsbetween brands and culture. He graduated from Morehouse College in Atlanta, GA.

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ContactContact:

Lee “Chappy” Chapman

Principal, Crosscut Advisory Partners, LLC

www.crosscutadvisory.com

(917) 544-1424

Twitter: @Crosscutting

Blog: Crosscutting.tumblr.com


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