Jan 27, 2012

The Tebow Brand: Everyone’s Buying It

Tim Tebow. If you don’t know who he is or haven’t heard his name, you literally were born yesterday or have been living under a rock (excuse the cliché’s). His talent on the field had football fans tuning into “Tebow Time” anticipating what Tebow was going to do that week. I think we forgot he plays for the Denver Broncos…he’s not the only one out there. Call me “hater” if you want, but I have been ignoring the Tebow craze at every cost not only because I cheer for a different team, but also because I don’t understand why everyone is so obsessed. From a football stance, I could care less about Tebow, but from a branding standpoint…he’s got my attention.

Whether he realizes it or not, Tim Tebow has created his own brand and done an impeccable job of promoting and positioning it. So, how does someone create a brand without even trying? Consistency. Tebow has managed to do something in a few years that companies have been struggling to do for decades, establish a strong brand message. His signature move has been turned into a verb, “Tebowing” and even has its own website. Beyond creating his own verb, he has been the subject of endless YouTube videos, SNL skits, Internet memes, dolls, shirts, and holds the number two spot for most tweets per second. Even though it is usually the pun of all these media sensations, his faith is another defining factor of the “Tebow Brand.” After putting the Bible verse “John 3:16” on his eye blacks during a game, it then became the most searched keyphrase on Google.

If this man can cause such a buzz on YouTube, Google, Twitter and Facebook I think it’s safe to say we can all learn a little something from him. Is your brand’s message strong enough that your consumers could make a YouTube parody of it? Or create a verb from it? Having a defined brand message is the foundation a strong branding strategy. Contact LEAP and we’ll be happy to help your company start a brand strategy worth “Tebowing” over.

I couldn’t resist…this one was my favorite. Enjoy.