Random Post Time

The 6-month (!!!) span between this post and my last entry correlates with a lot of activity on the home front and at work. I've also struggled finding topics to cover. I've always tried to center on advertising techniques that I find interesting or tactics that I want to learn more about. The point of this post is to bust the atrophy off my writing muscles. I'll do that by touching on a few topics that I've considered covering on this blog. Maybe I'll expound on these topics in their own posts. This post, however, scores off the Randometer charts. Sorta like this Bitmoji.

(Some friends at work introduced me to Bitmojis, which may or may not have contributed to that 6-month span.)

Sports Cards and Marketing

Growing up, baseball card collecting was a huge hobby of mine. I spent hours reading the stats on the back of cards and looking over every last detail of the photos on the front of the cards. It's hard to imagine getting so much enjoyment out of pieces of cardboard. The internet was not a thing yet so all that I learned about the hobby came from interacting with my friends. I was recently served the following ad while killing time on YouTube.



Sports cards have changed and so have the marketing efforts of card companies.

Instagram Frustration

I want to keep my Instagram profile public so I can continue embedding posts from my account. Unfortunately, some very questionable accounts have declared open season on my profile. Anyone can follow my public profile without requesting permission and boy do I attract some weirdos. I'm certain these are not actual people - they're obviously phony profiles. Each one has zero posts and zero followers but are following several hundred accounts.

I'm blocking most of these followers but if you know of a way I can fend off these weirdos while keeping my profile public, please leave me a tip in the comments!

NIKE Golf

So NIKE just announced that they will no longer manufacture golf clubs, balls or bags. They will continue to make golf shoes and apparel.

I think a lot of people share my stance on NIKE's equipment. I don't think the lack of equipment will hinder the success of their shoes and apparel. I've been a fan of both and have never owned a NIKE club.

Yep. Played on the Farm Links greens today!

A photo posted by Nick Baggett (@nick_baggett) on Aug 12, 2014 at 3:23pm PDT

Jim Varney

I was flipping TV channels the other day and came across the description for the 1993 Beverly Hillbillies movie, in which Jim Varney played the lead role. I never realized that he starred in any movies other than his "Earnest" films. Where a lot of people remember him for his movie roles, I remember Varney more for his 1980s television commercials. I've written before about the risks of celebrity endorsements and the safety of character endorsements. Reading up on Varney, I learned that he was a central part in a unique marketing strategy that enabled him to gain acting work across the country because he was not (yet) a nationally-recognized figure. This interview touches on that concept:



This approach allowed the commercial directors to use the same story frame for multiple ads and products.

For example, here's a local ad for Doubles Pizza.



And here's the same type of ad for Mello Yello.



Wonder why Vern was always on his roof?? And will we see a return to this kind of simple character endorsements?

OK, told you this post was going to be chopped full of randomness. I hope to return to consistent posting now!

A Personal Brand that Can't Be Saved

I write a lot about corporate brands but I also have an interest in personal brands. More often than not, professional athletes provide great examples of personal brands gone wrong.

Growing up, baseball was my favorite sport because of all of the stats associated with the game. I spent countless hours looking at the back of baseball cards. So when a guy named Jose Canseco became the first player in the long history of baseball to hit 40 home runs and steal 40 bases in the same season, he simultaneously became my favorite player.

Jose played on the west coast well before the age of social media. Other than daily highlights on ESPN and what was covered in newspapers, I only got brief glimpses of him. He was taller, stronger and faster than other players of the day and his off-the-field issues only added to his "bad boy" image. More success on the field lead to more money...and more trouble away from the diamond. But all the negatives didn't matter - he was awesome and I was one of many who waited for hours for a very-late Jose to appear at a baseball card show in Montgomery more than 25 years ago.

At the height of his prowess, Jose and the A’s played in three consecutive World Series. Only Kirk Gibson’s game-winning homer from 1988 overshadows Jose’s grand slam from the same series.


On August 31st, 1992, Jose was traded from the Oakland A's. Jose learned the news while in the on-deck circle during a game. When I found out about the trade, I was baffled. The A's trading away the best player in the game completely blew my mind. Looking back, however, it's clear to see that Jose's contract and salary had become a burden. It was strictly business and a factor that would cause Jose to be shipped to and from many other teams during his remaining time in Major League Baseball.

Even though he continued to produce, Jose never stayed with teams very long after that initial trade in 1992. Eventually, it seemed no team wanted anything to do with him. Where he was once a rising star, it was as if he was being blackballed from the game after many linked Jose to the growing issue of steroids in professional baseball.

After such accusations, there was no way Jose could parlay his playing career into a television job like so many athletes are able to do. When a person's reputation (or brand) suffers this level of damage, that person must select the appropriate way to respond. Jose opted to write a tell-all book in 2005 in which he not only took credit for introducing steroids to baseball but also identified a lot of players and former teammates that used steroids. This decision made Jose an even bigger villain in the eyes of baseball fans.

Jose was no longer an athlete but he still had an athlete's desire for fame and money. The book release was timed nicely with an appearance on VH1's reality series, The Surreal Life. Unfortunately, Jose squandered this PR opportunity too. If the book caused people to see Jose as a cheater, I remember the show made him look like a womanizing jock.

As money grabbing opportunities dried up, Jose turned to stints with semi-pro baseball teams, celebrity boxing and appearing in (fake?) TV ads for Old Milwaukee. Each time a new story developed about a baseball player using steroids, Jose did all he could to squeeze his name into the headline. But by this time, everyone had stopped paying attention to him.

Surprisingly, Jose hit the ground running at the dawn of the social media era. Unsurprisingly, he failed to use these new tools and his large following to his brand's advantage. Jose really is his own worst enemy on Twitter. He smartly promoted his Home Run Tour in the summer of 2014 only to follow those tweets up by challenging Shaquille O'Neal to a fight, something he does frequently.

Jose made the headlines again recently for yet another boneheaded mistake. He accidentally shot off his finger while cleaning his gun. I’m really starting to think that Jose has always been a loudmouth weirdo - we just didn't know it because media wasn't as prevalent during his playing career.

Jose will never get elected into the baseball hall of fame because of his admitted steroid use and he has made no effort to make amends. He fully embraces his train wreck of a life but still claims to be a victim.

Sick of the media and how the edit my life To make me seem like the bad guy
— Jose Canseco (@JoseCanseco) November 7, 2014

Jose's had plenty of opportunities to bounce back but there's no way he can ever save his personal brand. However, I’m still a Jose Canseco fan. I no longer collect baseball cards but I did buy his rookie card a few years ago, after its value had plummeted from hundreds of dollars to next to nothing. Nostalgia has certainly helped me overlook his crazy, post-baseball life.



Top photo {Courtesy}