Much has been made of the personal branding of individuals. One of the great failures of personal branding has been playing out in public view for years. Enter basketball great Kobe Bryant. His monumental failure to turn himself into a sterling brand is largely attributable to a predecessor who has one of the world's strongest personal brands. Enter NBA legend Michael Jordan. The overarching theme in this two-man drama is...
Muchhas been made of the personal branding of individuals. Its been a hot subject Inrecent years. One of the great failures of personal branding has been playingout in public view for years.
Enterbasketball great Kobe Bryant of the Los Angeles Lakers.
Hismonumental failure to turn himself into a sterling brand is largelyattributable to a predecessor who has one of the worlds strongest personalbrands.
EnterNBA legend Michael Jordan, formerly of the Chicago Bulls.
Theoverarching theme is this: Michael Jordan was an original and Kobe Bryant is aknockoff. But theres more to the storyline than that, and it contains lessonsfor professionals in businesses other than sports. Learn from Bryants mistakesand youre likely to avoid the same fate.
Froma professional, on-court performance standpoint, the discrepancy between Bryantand Jordan shouldnt be so vast. Bryant has put up huge numbers during hiscareer with the Los Angeles Lakers, including having just won his fifth NBAchampionship, just one short of what Jordan posted with the Chicago Bulls.
Bryanthas scored more than 25,000 points, and will likely equal or surpass Jordans32,000-point career total. Bryant also shocked the basketball world in January 2006when he scored a staggering 81 points against the Toronto Raptors, eclipsingJordans 73-point performance years earlier. It was the second-biggest scoringnight in NBA history; only Wilt Chamberlains 100 points in a 1962 game wasbigger. (Some sports analysts said Bryants performance was even moreimpressive than Chamberlains.)
Lastly,Bryant has proven himself every bit as competitive and professionallydisciplined as Jordan. He work ethic and refusal to quit on any play during anygame is evident.
Andwhat has Kobe Bryant gotten for all this? Just one Most Valuable Player awardcompared to six for Michael Jordan. He has received far fewer productendorsements, while Jordan is still pitching Hanes underwear and other productsyears after his retirement. And virtually every NBA announcer and analyst stillkeeps Michael Jordan in separate company. It was a big milestone for Bryantwhen television analysts acknowledged during this years NBA playoffs that Bryantshould at least be part of the conversation as to whether his greatness isequal to Jordans.
Hehas just now earned the right to be part of the conversation? After all thoseaccomplishments?
Yes,and heres why. From Kobe Bryants earliest days in the league his admirationfor Jordan was evident because he so closely emulated MJs playing style. Everythingabout Bryants manner said he was determined to become the next Michael Jordan to prove he was as good as the man widely considered the greatest ever. Maybeeven better.
Andthat spelled the end of any chance that Kobe Bryant had to create a brand ofhis own, one that could equal or surpass Jordans and endure the test of time.
Contrastthat with Michael Jordans experience. Jordan was original, in part because thesuperstars immediately preceding him the Boston Celtics Larry Bird and theLos Angeles Lakers Magic Johnson were very different players stylistically.Bird and Johnson were marvelous talents, to be sure, but Jordan brought anathleticism and stamina the league had never seen the likes of until Bryantcame along.
Therewere other factors that made Jordan such an indomitable brand. He establishedseveral trademarks, including changing the NBAs attire. Jordan stillenamored with his college basketball uniform wore his North CarolinaUniversity shorts and jersey under his Bulls uniform. To conceal the shorts andavoid violating the NBAs dress code, Jordan started wearing baggy shorts. Theentire National Basketball Association soon followed his lead.
Jordansfar warmer, more playful personality and electric smile created better media,as well.
Thistwo-person drama is a testimony to the power of personal brand. A strict numericalanalysis of the two players would certainly place Bryant and Jordan on the samelofty pedestal. But thats only half the story. Factor in their personalbrands, though, and Jordan wins in a blow-out.
Thereare several lessons to be culled from this saga. They include:
>> An enduring personal brand requiresoriginality.
>> Imitating an icon is a surefire pathto finishing in a distant second or third place.
>> Pay careful attention to both yourcontemporaries and predecessors.
>> Differentiate yourself.
>> Establish some marks of distinction.
>> Be aware of the subtext created byevery word and action.
>> Dont underestimate the importanceof personality.
Youcan bet Kobe Bryant would have drafted a different game plan if he could goback to his careers opening tipoff.
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