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January 13th, 2012

Time to Tebow your brand!



By Mark McKenzie, Brokaw senior copywriter

How can you take your brand to the next level, and up the stairway to Results-ville? Maybe all you need to do is follow the example of one Tim Tebow, quarterback of the Denver Broncos. Love him or hate him, the man has built a larger-than-life brand. So, how’d he do it?

Brand Personality

First of all, Tim Tebow has a truly unique brand personality.He isn’t just a quarterback. He’s the last-possible-second-of-a-game-winning, all-credit-to-a-higher-power-giving, successful-despite-glaring-flaws-for-someone-playing-his-position quarterback of the Denver Broncos. Which, even with all the hyphens, is an amazingly simple brand personality. One that is easily understood, relatable, and has inspired brand loyalty across continents.

Consistent Voice

Sure, Tim’s mic’d up recordings and post-game conferences are almost agonizingly humble, polite, and inspirational. But it’s never off message. Here are some things you can expect to hear from brand Tebow:

  • “Gosh!”
  • “I’m not better than anyone else just because I play football.”
  • “Nice to meet you, Mr. Urlacher! Great tackle!”

W.O.M. Factor

Tim Tebow is W.O.M.-able. (That’s just a cooler way of saying “word of mouth.”) Following his 80-yard, game-winning pass to stun the Pittsburgh Steelers, Tim Tebow was the #1 trending topic on Twitter and the most tweeted sporting event in history with 9,420 tweetsper second.

Cult-like Following

Tim Tebow has true brand believers. His brand lovers feel so strongly about him, they basically demanded he start halfway through the regular season. Then, they made his signature genuflection pose a cultural phenomenon.

So what are you waiting for? Get out there and Tebow-fy your brand, and let’s start turning critics into believers!