Understanding LeBron in the Relationship Era
Posted on 03. Aug, 2010 by Jonathan Feinstein in Blog, Brand Stories
It’s been almost a month since free agent LeBron James chose to join Dwayne Wade and the Miami Heat rather than stay with his hometown Cleveland Cavaliers. The wound is apparently still open in Cleveland, as this fan found out last week when he wore James’ new Miami jersey to an Indians game:
Not only in Cleveland, but across the country, many in King James’ fandom are rethinking their relationship with the superstar. LeBron’s phenomenal basketball talent is unquestionable, but what’s more interesting is the marketing machine he and his childhood friends built and the thriving business empire in and around his hometown. If we examine LeBron as a brand (and let’s face it, every celebrity is a brand), what is his brand’s purpose (reason for being)? Do reactions to his choice reflect a fundamental misalignment between fans’ and the brand’s values (a lack of congruency)? Or is it simply that LeBron showed so little care – understanding of his fans’ needs?
As a competitive athlete, LeBron has only one logical purpose: to win games, and ultimately a championship. This is the primary measure of success amongst the NBA greats, and James’ decision is clearly in line with this purpose. So, why all the uproar? Could it be that some fans (in Cleveland and elsewhere) have discovered they don’t share LeBron’s values? Where they might value loyalty, he may value individual excellence and the pursuit of history. Or is this more about how it all went down (the hour-long television special that followed a less-than-stellar playoff run and months of waiting)? In other words, that James seemed to show so little concern for the needs felt by the people of Cleveland?
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Jeff Boron
03. Aug, 2010
As a native Clevelander, it’s impossible for me not to reply to this one. But forget the city of Cleveland for a minute – why the almost universal negative reaction nationwide (well, outside of Miami, that is)?
I would say people have long understood his purpose, but were surprised by the motivations behind it. IMO, the motivations were revealed to be largely selfish instead of being driven by the needs of others (i.e. his free agency decision and the conduct around the decision portrayed him as someone acting in his own self-interest – dissing and basically ignoring the feelings of an entire city, stacking the deck in his favor by teaming up with other superstars instead of taking the more challenging, hard-earned route, and refusing the mantle of a savior willing to put a city on his shoulders and lead them out of the proverbial championship desert (hey, I didn’t have “Chosen One” tattooed across my back)).
In terms of trust, he has damaged his brand on all three dimensions:
Credibility – many think he did not perform up to his capabilities at crucial times in the playoffs
Care – Throughout his free agency spectacle and in the aftermath of “the Decision”, he hasn’t shown any concern for the needs of his former teammates or the city that loved and reared him for seven years. Nor for what inspires Americans to care about individual athletes, in general.
Congruency – Yes, there is a values misalignment, where it was once thought to be congruent.
Does this reply sound bitter?
Oh heck, please come back LeBron.