The Elusive Blog Comments

Phin Lambert: Roger Who?

b-shields@northwestern.edu (Phin Lambert) — Sun, 01 Oct 2006 18:46:16 -0700

I think the simple answer here is that Federer doesn't have a distinct brand image, as you suggested, Ben. I'm curious...you began to address how he can fix those things, but do you really think he wants to? The one thing you said about which I'd like clarification is him not having communication skills. Isn't he a much better interview than Woods, and don't the media generally like him and approve of the way he comes across? So how does he better communicate? What does he better communicate?

Brian: Roger Who?

brian3@aol.com (Brian) — Sun, 01 Oct 2006 18:42:33 -0700

All I have to say is I completely agree with the subject area here. I think I'm going to go grab the book so I know what I'm talking about a little bit more.

Mike T: Anchorman Meets NASCAR

b-shields@northwestern.edu (Mike T) — Tue, 22 Aug 2006 20:49:54 -0700

I'm back. I saw Anchor Man recently, despite not caring at all about NASCAR. A huge sports fan, I regularly watch MLB, NBA, NCAA, NFL, and NHL games - even international soccer. I don't watch NASCAR, but I have to admit that despite not loving the movie, it has picqued my interest to at least check it out. I definitely fall within the target market of this movie, and I'm going to have to say that it worked. I've read your book, and partly due to that can see how I fit into the argument you're making about why this type of exposure (good or bad) is worth the investment. I certainly think it is, and imagine....check that, can guarantee, that we will see these types of things continue. Everything is heading down that path, and we'll soon have more than we can handle. It's just a matter of choice between a thousand different entities, and those that can best brand themselves to us will win our affection, or at least, interest.

For NASCAR, Will Ferrell doesn't hurt, does he?

Nope.

Ally D.: Fantasy Sports is Real Money

b-shields@northwestern.edu (Ally D.) — Tue, 22 Aug 2006 20:35:28 -0700

I'm sorry, but I don't even like the idea of playing fantasy sports. It is not a good thing, not to like your own team, I think. It's my Dallas Cowboys, and I am nott thinking about if T.O. scores or if Julius Jones does. I want a Super Bowl. It's kinda sad to like your fantasy team more. That's just my opinion.

Jeffrey Talen: Fantasy Sports is Real Money

b-shields@northwestern.edu (Jeffrey Talen) — Tue, 22 Aug 2006 20:32:55 -0700

I hate to say it, but despite being a life-long 49ers fan...I'll take a fantasy team win. I don't think it's because of money or anything, but more because I control it personally. I can brag to my friends and it reflects more on me than it does if, you know, the 49ers win the Super Bowl. I guess I wouldn't have thought it would develop like this. But hey, my draft is in 2 days, and I won't be watching the 49ers game that night...

Chip F: The Next Olympic Sport?

b-shields@northwestern.edu (Chip F) — Tue, 22 Aug 2006 20:30:53 -0700

Hey Ben, it's really interesting to see how serious the whole video game industry is getting, according to your examples. I did not realize that it was getting huge in the competitive sense like that. Sure, I sit around and play Madden, Halo, and things like that all the time, but man. As an Olympic sport? It seems crazy, but do you really think there is a chance for it to happen? Or are you just using that as an example?

By the way, I read this book. It was excellent, and I'm going to ask one of my marketing professors (I go to UCLA) why we're not reading it in class.

Good work,

Chip

Mike T: Fantasy Sports is Real Money

b-shields@northwestern.edu (Mike T) — Tue, 22 Aug 2006 20:26:09 -0700

You make some very interesting points, Mr. Shields, and I happen to agree with you on a few of them. In particular, the main point of your most recent posting, that fantasy football is a "major driver in the unprecedented anticipation" of the season.

I happen to work in the NFL, and see daily tangible examples of the like, despite being in perhaps the atmosphere where fantasy football is most frowned upon. You see, working for an NFL team, you don't want to confuse individual player stats with team accomplishments, and this is certainly stressed from the top of the organization down. From ownership to coaching and staff, and in particular, from coaches to players. The "team" is always stressed, yet it's quite clear to everyone that people are worried about their stats.

Example 1: After games last season, and the first preseason game this season, certain players come up to me asking not how the team looked or how the offense was clicking, but what their respective yards-per-carry average was, or how many catches and for how many yards. Tackles, sacks, etc. etc. Of course, the players are more worried about getting paid than their specific statistics, but statistics correlate directly to salary...which correlate directly to fantasy draft position. It's a cyclic process between player, fan, and fantasy owner.

Players are driven by numbers and individual accomplishments just as people pick them up for their fantasy teams would hope.

Another example: The media (in any respective market, and certainly in the two in which I've worked for teams)when standing around watching practice and seemingly working on notes for their coming articles and columns, often wind up talking about whom they are going to take first in their fantasy draft. For the Bears, for example, certain media members might be writing an article about who will win the QB or RB battle, while also wanting to personally know if Benson or Jones, Grossman or Griese will be starting so they know which to draft.

The examples are endless, and one thing is for sure: these conversations weren't going on at Browns or Colts training camp in the 60s and 70s. By the way, how much did players make back then? How much was the NFL's TV contract?

Interesting how it all ties together...