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SBD Global/December 4, 2013/Marketing and Sponsorship
British Diver Tom Daley's Announcement He Is Gay Unlikely To Impact Marketability
Published December 4, 2013
IN HIS OWN WORDS: In London, Mark Borkowski opined on the GUARDIAN's Media Blog that Daley was "wise and brave" to tell his story on "his own time and in his own words." Borkowski wrote, "He got there first and delivered his message without innuendo and showed us how great is the value of honesty." For brands these days, "authenticity is vital." If "there is one strain of conventional wisdom pervading every single brand, it's the importance of differentiation." And these days, "exceptions rule." By revealing his sexuality via YouTube, Daley exhibited "an impressive example of strategic control." Daley "demonstrates why celebrity brands must quickly embrace transparency in an open and candid way." Modern PR is "not simply paid intermediaries to broker a message." The entertainment world "has made a lot of mistakes, but it's greatest weapon has always been the power to get ahead of all the issues that can derail a promotional bandwagon." Businesses "should learn from Daley." In a world "defined by issues of trust and corporate transparency, differentiation in its real sense is not a tactic." It is "just a new mindset that comes from listening and absorbing, in order to emerge further forwards." Courage "is required to move into a space that might prove disruptive." But "we have to learn to be brave -- great stories rarely emerge from a timid culture" (GUARDIAN, 12/3).