Why LaVar’s Big Baller Brand Story Is a Bust

By Dave Sutton

under-armour-brand-story-topright

Remember that time your dad copyrighted your name to make it part of the family brand?

No? Well, it’s just one of many father-son memories shared by LaVar and Lonzo Ball.

In Foot Locker’s Father’s Day tribute, top-ranked draft pick Lonzo Ball pokes fun at his devoted dad when he reflects on good times with pops, like when “your father goes on First Take and shouts back and forth with Stephen A. Smith about how you’re already better than the reigning league MVP.”

Or when dad tells “29 out of 30 NBA teams to not bother drafting you.”

It’s a great ad and is scheduled to air during the NBA draft. Check it out below.

While there is no doubt LaVar Ball is a devoted father, his brash branding strategies may leave one wondering if he’s a shrewd entrepreneur or a rookie business owner. I recently shared my thoughts on Big Baller Brand’s marketing tactics with Lee Bailey at EURweb.com.

“It’s tough to know if he’s the biggest idiot or incredibly smart. He seems to be playing a very aggressive game in terms of trying to build brand awareness by being an outspoken sports personality that people will gravitate towards. It certainly garners a lot of attention toward his activity. The longer term question – is he going to have the staying power of a Nike Under, Armour, or Adidas?”
Lavar Ball: Pro or Rookie When it Comes to Business? – Branding Expert Chimes In

LaVar has not shown the patience to build a brand from the ground up. Instead, he’s built more of a celebrity brand, and celebrities come and go. The best brands, the Coca Cola’s and Apple’s of the world, stand the test of time. So, how can Big Baller Brand position itself to stand the test of time?

First, the shoe brand and Lonzo must live up to the hype. Right now, nothing is proven. Like I explained to Bill Daughtery on New York Sports and Beyond, “Unlike a Michael Jordan, a Shaq, or a superstar, the jury is out on these guys. We don’t know where Lonzo is going to end up. We don’t know whether he’s going to be a superstar or not.” Big Baller shoes are priced at $495, a price point much higher than competing brands.

Hey @Lavarbigballer real big baller brands don’t over charge kids for shoes. pic.twitter.com/N2U0VPXXyt

— SHAQ (@SHAQ) May 4, 2017

Big Baller’s loose! If you can’t afford the ZO2’S, you’re NOT a BIG BALLER!

— Lavar Ball (@Lavarbigballer) May 4, 2017

The performance of the product has to be there. The truth is that LaVar and his team do not have access to the same research and technologies that Nike, Under Armour, and Adidas have. To help reduce his risk of failure, LaVar must focus on building a simple, clear, and compelling brand story in which Go to the full article.

Source:: Business 2 Community

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