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Understanding brand legacy: Mauer does, not so sure about LeBron
By Justin Goldsborough | July 8th, 2010
LeBron James made his “decision” tonight to go play with the Miami Heat. And to be honest, it left me shaking my head and thinking one thing — he should have called Joe Mauer.
Ever since I saw a documentary about how LeBron has handled most of his own career decisions with the help of a few close childhood friends, he impressed me. I’m not a big NBA fan, but I am a fan of athletes that stay grounded and make the right decisions with their money and career. LeBron seemed to be doing just that. And although he’s only 25, he is extremely well spoken, moreso than some CEOs in my opinion.
During that documentary, LeBron talked in detail about how he wanted to be the biggest brand in the world; biggest brand ever. He lost that chance Thursday night. And he sounded like a “naive” young adult for the first time since I’ve been following him. For example, this exchange on ESPN shortly after the decision was announced:
Michael Wilbon: “If you win a championship in Miami, will it be as sweet as it would have been in Cleveland?”
Lebron: “Championships are championships, no matter where you are.”
See Lebron, that’s where you’re wrong. You can win several championships in Miami, and none of them will be as sweet as winning one in Cleveland would have been. You’re from Akron. Ohio is home. Winning anywhere else is just not the same. Ask Jason Giambi, who fell hard from Major League Baseball rock star to outcast when he left Oakland for the New York Yankees.
Understand that perception determines brand reputation as much as any other factor. And the majority perception will be, like it or not, that you bailed on your hometown team. That may not be fair, but that is reality. Loyalty is a huge factor in perception.
Joe Mauer understands that. He didn’t say it, but he didn’t have to. Actions speak louder than words. Mauer’s legacy is cemented as one of the best catchers of all time in and the best athlete in Minnesota history. He will always be loved in Minnesota and respected everywhere else.
LeBron won’t. He will be booed like crazy in Cleveland — they’re already burning his jersey — but he will also be booed by other NBA fans for joining what amounts to the new Yankees of the NBA. People will root for Miami to lose. All of this will impact LeBron’s brand.
Now LeBron’s goals may have changed since I saw that documentary. He may value championships more than his brand and more than anything else in his career.
But if he was still hoping to be the biggest brand in the world or the biggest brand ever, that chance is gone. In fact, he won’t even be the biggest band in Miami. That Dwayne Wade’s team.
- What are your thoughts on the decision?
- Do you think LeBron can ever be as big of a brand in Miami as he would have been if he stayed in Cleveland?
July 8th, 2010 at 6:52 pm
Comparing Joe Mauer to LeBron is like comparing Thurman Thomas to Wayne Gretzky. The only thing detrimental to LeBrand is not having any rings.
That being said, Lakers in ‘11.
July 8th, 2010 at 6:52 pm
Great post. There is nothing like winning a championship for your hometown. If LeBron could have won a title for Cleavland - perhaps the most cursed sports city in America - he would be the biggest brand in the world.
But maybe LeBron never cared about Cleavland in the first place. Growing up, he always rooted for the Yankees and Cowboys. He always jumped on bandwagons, and this is his biggest one yet.
They don’t have the roster to make you think they have a chance, but wouldn’t it be sweet if the Cavs could win the title this season?
July 8th, 2010 at 6:54 pm
And I don’t know how to spell Cleveland.
July 8th, 2010 at 7:49 pm
@Matthew Have to disagree. Mauer is arguably the best baseball player of his era. Same for James when it comes to basketball.
People never forgive athletes who leave home for money, fame, etc. Cleveland, heck Ohio, will never look at him the same. And with the Heat, he will never be the best basketball player of his era. Kobe has that wrapped up now.
July 8th, 2010 at 7:50 pm
@Mike Good call on the bandwagon point. And yes, it would be awesome if the Cavs won the title before the Heat.
July 8th, 2010 at 8:33 pm
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July 9th, 2010 at 12:53 am
Good post regarding LeBron and his decision. I see where you’re coming from with the Joe Mauer comparison. I am really disappointed with LeBron, but not fully surprised. If you get a chance, take a look at my sports blog (pardonmybias.com) And here is the direct link to my post about LeBron and his legacy: http://pardonmybias.com/lebron-and-his-legacy-are-both-headed-south/
Take a look and let me know what you think. Thanks!
July 9th, 2010 at 6:37 am
[…] friend Justin Goldsborough has a terrific post on James, Joe Mauer, and brand legacies in sports. His key point: If he was still hoping to be the […]
July 12th, 2010 at 8:50 am
Joe Mauer is an example of what’s right about pro sports. Lebron’s an example of what’s wrong about pro sports.