AdNausea

Now, I don’t follow sports much. And I don’t really follow celebrity gossip. But I know lots of people do and this is a perfect example of something that most people don’t think has anything to do with advertising.

Michael Vick, former quarterback for the Atlanta so-and-so’s. He had endorsements that netted him $4 million + a year (including AirTran Airways and Nike) but is probably more famous now for his conviction of being a key person involved with a dogfighting ring. Which did, in fact, take place on his Atlanta property. He, of course, left the team he played for and has since served some prison time (not nearly enough, if you have seen the pictures of the poor puppies involved). And recently he has been restated into the NFL, although no one is sure where, exactly, he’ll play. Understandably he’s kind of a leper to a team’s public image right now. As well as for endorsements.

So how does this tie in with advertising and marketing? Easy. Michael Vick is a brand. Yes, exactly like those brands you see in the grocery store, on the car dealer lot, in television commercials. Tylenol, Jiffy, Saab, Fed-Ex, Re/Max, you name it. Brand names. Just because Vick is a person does not mean he isn’t a brand. Before this scandal, his brand, his name, was associated with amazing football skills, ambition, victory, etc. And his stint in dog-fighting has greatly damaged that brand – because now he’s more associated with prison sentences, lawbreaking, animal abuse and basically, being a criminal. This is hard for a lot of teams (and potential endorsing companies) to swallow – who wants to be linked to someone who is looked down on or who is the subject of quite a bit of controversy?

Interestingly (I hadn’t hear this), Vick has made statements hinting that he might do work on behalf of PETA (animal rights group) and has aligned himself with this group to make up for his wrongs. This might not be such a smart move, as it is pretty transparent. But it is an example of how he’s trying to fix his brand image. Marc Bluestein, president, Aquarius Sports Group says that “Critics will say, “The only reason he’s doing this is because people told him he should do this.”

It may not all be bad news, though, because his image might possibly be able to be saved. Here are what a few sports marketing experts had to say about Vick’s image: (more here )

Ben Sturner, CEO, Leverage Agency: It’s not a lost cause. I mean, look at Kobe Bryant. Kobe comes to mind right away as someone who’s had a tarnished image and is resurrected. A lot of it depends on what happens on the field.

David Schwab, vp, Octagon Sports Marketing’s First Call and managing director of athletes and personalities: It’s a two-part answer: There’s a consumer and a brand answer. I think for the majority of consumers it can be rehabilitated over time. I think there is a hardcore pet lover for whom the issue will never be won over.

Patrick McGee, CEO, ProVentures Group and one of Vick’s former reps at Octagon: I don’t think his image can go further down, so it certainly will be rehabilitated to some degree if he has the right road going forward. As far as sponsors, I think it’s unlikely for major brands, but it’s not impossible that he’ll get an endorsement again.

Who do you think would be interested in sponsoring him now? And why? Dog food companies? Humane Societies? Prison programs? What are your thoughts?

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