Brewers LF Ryan Braun's press conference Friday in which he explained his successful appeal of a positive drug test “should be viewed as a new start to the rest of his career” from a maarketing standpoint, according to Don Walker of the MILWAUKEE JOURNAL SENTINEL. GMR Marketing Senior Dir of Client Strategy Jonathan Norman said Friday, “I believe today's press conference will not only help Ryan Braun and the Brewers as an organization moving onward, but also should help him with marketing relationships going forward.” Norman said that Braun “used words like ‘honesty,’ ‘integrity’ and ‘values,’ which are consistent with his public persona.” But he added that it “is difficult to gauge immediately whether Braun's marketing career will take a hit.” Baker Street Advertising Exec VP & Exec Creative Dir Bob Dorfman said that marketers “will be cautious with Braun.” Dorfman: "He got off, but seemingly on a technicality. The damage was done when he tested positive, and MLB's harsh response to the arbitration verdict did little to assuage his guilt." Dorfman said that he could “see Braun still landing regional Milwaukee endorsement deals, especially given his local fan base, which may be more forgiving.” Dorfman: "National advertisers will likely take a wait-and-see approach before considering him.” He added that it “could take a full season before Braun sees marketers coming around.” Octagon First Call Managing Dir David Schwab said that if Braun “performs on the field as he has done over the years, the problem will slowly go away." Schwab added that Braun “remains a regional marketing star” and that he would “still recommend Braun to his clients for baseball-related campaigns, especially if the brand is a MLB or Brewers sponsor.” Schwab: "That said, if I marketed Ryan, I would lay low until the daily conversation with him is for on-the-field reasons” (MILWAUKEE JOURNAL SENTINEL, 2/25). Braun currently has deals with Nike, AirTran Airways and SamBats, among others (THE DAILY).
THE BEST IS YET TO COME: Zimmerman Advertising Exec VP & Managing Dir Scott Becker said that he “didn't think Braun would be hurt too badly financially” by being associated with a drug suspension. Becker said, "There are very few baseball players with seven-figure endorsements. Ryan Braun is not at that level. Did he miss out on some deals? Sure. Maybe Ryan Braun missed out on a half-a-million dollars. Regardless, the bigger opportunity for Ryan is years down the road if he continues to perform at a very high level" (ESPN.com, 2/24). In Milwaukee, Michael Hunt wrote during his press conference Braun “was everything a person should be in a crisis situation.” He was “honest, sincere, forthcoming and believable.” Braun “not only had grace under pressure, his genuine presentation led me to believe more than ever that we're dealing with an innocent man.” He appeared “sincere enough -- and angry enough, restrained as his emotions were given the circumstances -- to sense that he is telling the truth.” Hunt: “When you're innocent, you say it with a certain conviction. In no uncertain terms, Braun did just that in a way that a reasonable person would find convincing” (MILWAUKEE JOURNAL SENTINEL, 2/25).
