{"id":686,"date":"2008-07-21T06:00:03","date_gmt":"2008-07-21T05:00:03","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=686"},"modified":"2021-01-04T13:19:47","modified_gmt":"2021-01-04T12:19:47","slug":"branding-lessons-from-david-beckham","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/branding-lessons-from-david-beckham\/","title":{"rendered":"Branding Lessons from David Beckham"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft lazyload\" style=\"--smush-placeholder-width: 240px; --smush-placeholder-aspect-ratio: 240\/155;10px;\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/07\/david-beckham-razr.jpg\" alt=\"\" width=\"240\" height=\"155\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/>I&#8217;ve talked about how <a href=\"https:\/\/www.corporate-eye.com\/main\/five-things-marketers-can-learn-from-celebrity-branding\/\" target=\"_blank\" rel=\"noopener noreferrer\">businesses can learn from celebrity branding<\/a> before on Corporate Eye, and today, I&#8217;m going to discuss lessons to learn from the <a href=\"http:\/\/www.davidbeckham.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">David Beckham<\/a> brand.\u00a0<\/p>\n<p>The online buzz this week centered around <a href=\"http:\/\/sports.yahoo.com\/mls\/rumors\/post\/Beckham-has-become-medium-sized-fish-in-very-lar?urn=mls,94750\" target=\"_blank\" rel=\"noopener noreferrer\">David Beckham and his apparent fading brand image<\/a>.\u00a0 The David Beckham brand reigned supreme while Beckham dominated in Europe.\u00a0 Despite his strength on the U.S. Major League Soccer (MLS) playing field, his brand has dimmed a bit since his Los Angeles Galaxy jersey became a regular sight in U.S. stadiums.<\/p>\n<p><!--more--><\/p>\n<p>The online buzz is suggesting the David Beckham brand has lost some of its star power because Beckham moved from being a big fish in a little pond to become a medium-sized fish in a big pond in the U.S.\u00a0 I&#8217;m not convinced that&#8217;s the problem.\u00a0 Truth be told, I&#8217;m not sure if the David Beckham brand has a problem at all, but since that&#8217;s the buzz, I&#8217;m going to address it from a marketing perspective.<\/p>\n<p>It&#8217;s possible that the David Beckham brand oversaturated the market.\u00a0 While in Europe, David Beckham seemed elusive and slightly untouchable.\u00a0 It was the brand everyone wants but just can&#8217;t afford or get.\u00a0 His marriage to another celebrity, Victoria Beckham, led his brand to become more visible on the market.\u00a0 When the couple moved their family to the U.S. the David Beckham brand began to appear everywhere.\u00a0 From celebrity endorsements and appearances\u00a0to celebrity gossip columns and more, the once intangible brand now became not just commonplace but overbearing.<\/p>\n<p>A challenge every brand faces is walking the thin line between building your brand and oversaturating the market with it.\u00a0 While consumers certainly haven&#8217;t turned their backs on the David Beckham brand, it has lost some of its allure.\u00a0 The same could be said of other celebrity athlete brands such as Lance Armstrong who as a Tour de France champion didn&#8217;t dominate the media, but as Sheryl Crow&#8217;s boyfriend and buddy to celebrities such as Matthew McConaughey, his brand became far easier to access and thus, less mysterious and interesting.<\/p>\n<p>Of course, the media could be blamed for disinterest in celebrity brands, but marketers can still learn an important lesson from them.\u00a0 Be cognizant of the negative ramifications that oversaturating the market with your brand can have, and while publicity is good, too much PR or the wrong kind of PR can damage your brand.\u00a0 Grow your brand strategically, but don&#8217;t risk your overall brand image through the wrong kind of growth.\u00a0 Remember, not all growth is good growth.<\/p>\n<p><em>Image: <\/em><a href=\"http:\/\/flickr.com\/photos\/anniemole\/2219506248\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Flickr<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I&#8217;ve talked about how businesses can learn from celebrity branding before on Corporate Eye, and today, I&#8217;m going to discuss lessons to learn from the David Beckham brand.\u00a0 The online buzz this week centered around David Beckham and his apparent fading brand image.\u00a0 The David Beckham brand reigned supreme while Beckham dominated in Europe.\u00a0 Despite [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9],"tags":[324,103,325,100,96,321,322,323,139,184,127],"class_list":{"0":"post-686","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-best-practices","7":"tag-brand-growth","8":"tag-brand-image","9":"tag-brand-publicity","10":"tag-brand-strategy","11":"tag-branding","12":"tag-celebrity-brands","13":"tag-david-beckham","14":"tag-lance-armstrong","15":"tag-marketing-strategy","16":"tag-media-relations","17":"tag-publicity","18":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO 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