Someone who I think understands that a brand is your name, what that brand stands for and the associations that people make with the name is Chad OchoCinco. Many of you might know him as the former Chad Johnson, wide receiver, number 85 for the Cincinnati Bengals. About a year ago Chad legally changed his last name to the Spanish version of the number on his jersey.
Like many of you, I was not a big fan of Chad Johnson, number 85. He tended to draw attention to himself by creating strange antics on and off of the American football field. It seems that after he changed his name he has a much better understanding of who is and what he stands for. Chad OchoCinco appears to be more of team player on the field. Off the field he has become quite the digital media expert. As of this post he has over 300,000 followers on twitter and he just launched his OGOchocinco online tv site.
I am not always an advocate of name changes because people and organizations have a tremendous amount of equity in their name. Changing it could dilute its value. In the case of Chad Johnson, I think the change to Chad OchoCinco is a good thing. I am now a champion of his brand. A few years ago I would not have written about him. Perhaps as a brand chump back then. Today he is a brand champ!
Rex Whisman
very good posting. thank you. :)
bathmate
Posted by: bathmateus | December 21, 2009 at 02:02 PM
it's a nice posting ,i like it ,
thank you for this kind of posting.
http://www.webroyalty.com
Posted by: Nick Matyas | January 04, 2010 at 04:05 PM