August 6, 2006
Links du Jour 08-06-06
Building a name brand on a celebrity’s name can be a mixed blessing, as the folks at Swiss hearing aid company Phonak have discovered following the recent news that Phonak team leader Floyd Landis won the Tour de France with the help of synthetic testosterone. Just a few weeks ago, the Phonak brand name was associated with a magnificent victory on the part of a gutsy American. Now it looks as if they will be forever linked to one of the biggest disgraces in the Tour’s history if Landis becomes the first person to be stripped of the title for doping.
Phonak, like many other sponsors, has responded by pulling out its sponsorship of cycling altogether as the entire bicycling sponsorship industry takes a spill, but as Phonak nurse their burned fingers, they might take comfort in the fact that many other brands have been hurt by the antics of their chief brand name agent.
- Burberry has some serious spin on what its brand means after Kate Moss was busted for drugs and the brand name was picked up by soccer hooligans and "chavs" in the UK.
- Hertz could be positively envious of Phonak’s problem: Phonak just has a doped up bicyclist to get rid off. Hertz, on the other hand, will forever be associated with OJ Simpson.
- And Kobe Bryant, really just one step above OJ on the criminal rankings list, is one of the most powerful celebrities out there, according to Forbes, which has a secondary effect towards his getting people to endorse him.
Thinking about Kobe reminds me that we do forgive quickly here in the USA — Kobe’s still playing ball, Tom Cruise is the biggest couch jumpin’ star in Hollywood and lets face it, super-druggie Kate Moss is more popular and well paid than ever, with new deals signed with Calvin Klein and Belstaff. So, chin up Floyd Landis. Kate’s a cokehead. You’re just a cheater.
Posted by William Lozito at August 6, 2006 11:54 AM
Posted to Marketing
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Tracked on November 18, 2006 2:42 AM