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SLAM readers: yes, I'm calling King James a corporate lapdog, because, well, he's sure starting to look like one.
I work at one of the world's biggest branding firms,
here (but these are my opinions) and I'm telling you: LeBron's rolling out an identity program, just like a good corporate brand should.
Good for him, but I don't have to like it, and you don't need another baller telling you which soda to drink.
So what.
Emerging marketing endorsement heavy LeBron James convened an unusual 'marketing summit' for himself in Akron, Ohio, last week. Attending along with reps from Coca-Cola, Nike, Microsoft, Bubblicious and other interested corporations was Ad Age.
More on LeBron.
Here's what I like about it: a group of young Black men, all childhood friends of the young hoops phenom, and none older than 30, are showcasing some real business and strategic acumen as they roll-out what essentially is becoming an advertising agency called "LeBron James, Inc."
Here's what I hate about it: by courting the Nikes, Microsofts and Cokes of the world, they have become corporate lapdogs before you can even spell the words "s-e-l-l" and "o-u-t."
Does Coke, Nike or Microsoft need to make more money?
Wouldn't it be better for regular people (i.e. consumers) if these companies actually had to compete for your attention?
Why not, in the same strategic way that Team LeBron is thinking about exploiting (a word I don't use lightly, because that's the real name of the game here) LeBron, why not build your empire with a new set of companies.
What about helping some Black-owned companies get a foot into the global game, for example?
Instead, h'ep Da Man rob and plunder by painting a slam-dunking brown face on things.
Oh well.
So much for idealism.
The rich get richer.
And corporate monoculture continues to spread worldwide.