Brand Turnaround by Karen Post

Author:Karen Post
Language: eng
Format: epub
Publisher: McGraw Hill LLC
Published: 2012-09-15T00:00:00+00:00

Uncensored authenticity. If you are a rebel, own it. Cuban is notorious for public outbursts and getting fined by the NBA. Every time he’s fined, he matches the fine with a donation to a charity—the word is that the matching tally is more than $1.6 million.

Accessibility. It’s no surprise that Cuban made his money in computers, as he has embraced twenty-first-century technology. He’s a regular blogger, he broadcasts his e-mail at every Maverick game, he’s inviting fans to tell him how to make the experience even better, he constantly posts messages on Twitter, and he is always available to speak to the media.

Competitive drive. A winning spirit definitely has an edge in brand building. Sports and business are like peanut butter and jelly, and, to Cuban, the ultimate sport is business.

Inner trust. Cuban believes his gut feeling before any focus group. He gets out and observes, listens, and talks to customers every day. Mark often sits in the $8 seats and carries on with fans.

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