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SBD/June 14, 2011/Marketing and Sponsorship
Mark Cuban Emerges As Most Marketable Maverick After Winning NBA Title
Published June 14, 2011
HOW DOES DIRK MEASURE UP? Bloomberg TV's Michele Steele noted Nowitzki scores a "dismal 45 on the Davie-Brown Index, used to measure celebrity appeal and brand influence." The Marketing Arm Senior VP Bill Glenn: "Endorsements are sort of an afterthought for him. Secondly, the 'brand Dirk' is not quite defined yet." Glenn added, "From a trendsetting standpoint, entertainment-wise he's like a Bob Newhart. He's pretty bland right now. That's not a bad thing. It's just going to define the types of brands that are going to link with his attributes. So if you look globally, I personally think a global brand is going to have to step up and actually link to that German heritage" ("Bloomberg Bottom Line with Mark Crumpton," Bloomberg TV, 6/10). Meanwhile, Nike during the playoffs turned its basketball website "over to a data viz app called Epic that calculated which Nike-sponsored player was getting the most tweets per hour," and Nowitzki was "ahead in that ranking on Monday afternoon." The app "also measures which teams were getting the most tweets per hour, a stat in which the Mavericks trounced" the Heat. Nike worked with digital agency R/GA on the program (MASHABLE.com, 6/13). Nike took out a full-page ad in today's Dallas Morning News for Nowitzki (THE DAILY).