Magazine article Marketing

Editor's Comment: The Liability of Brand Rooney

Magazine article Marketing

Editor's Comment: The Liability of Brand Rooney

Article excerpt

Roooooooooooney!

Imagine this bellowed by 75,000 voices at Old Trafford and you start to appreciate the hero worship that a football star can inspire. On the pitch, his skills are sublime. But it seems most, if not all, of Mr Rooney's brains are in his feet. At away matches, the chant is ... well, it's not for repeating here.

So it's no surprise that Coca-Cola dropped Rooney from the Coke Zero team this month.

His boorish behaviour is hardly the qualification for a tie to a mainstream family brand.

As every marketer knows, brand ambassadors can be a risk. Perhaps Coke was a little naive to imagine a kid with Rooney's bad-boy track record was going to emerge any differently.

Humans - just like brand personalities - rarely change fundamentally Matching the two is one of marketing's dark arts. Who would question the wisdom, for example, of pairing Kevin Spacey's smooth charms with the American Airlines brand?

So, Mr Rooney has been relegated to marketing's subs bench - but for how long? …

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