We discuss quite often in class about the power of branding yourself and how important it is to have "star power" while trying to sustain a positive brand image. We have also discussed the negative consequences that will potentially arise if you act out of the behavior standard that has been set by your brand. Here is a prime example I found from ESPN.com:
Minnesota Timberwolves star center Al Jefferson was recently arrested for suspicion of a possible DWI following the Timberwolves' loss to Portland. Jefferson is a considerable leaders not only to his fans but to his teamates and coaches. He is looked up to on the court during games, but more importantly off the court as well. This consequences Jefferson will receive from this incident will shine a negative light on his image. Jefferson has been suspended from the next two games without pay as initial punishment, as well as spending one hour in jail and a court appearance April 23 for sentencing. Not only does this careless behavior affect his personal brand image, it also looks poorly for the team as a whole. Several spokesmen for the team are expressing their deepest sympathies for anyone who has been affended by this situation as well as their support for whatever punishment Jefferson receivs from his court appearance.
Unfortunatly for the Timberwolves, they have credited Al Jefferson the star power for their team, and this is now seeming like a bad judgement call. When creating your brand and centering it around star power, companies need to remember that the star power is the most influencial component. This power should not be given to just anyone to avoid mistakes and consequences like the ones the Timberwolves will be facing due to Jeffersons carelessness.
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