The Greatest Branding Lesson Ever

He is described as the most popular and most powerful athlete in the history of the world.

His brand is estimated to be worth $1 Billion, generating close to $100 Million annually.

Some of the most prominent brands in the world ... Nike, AT&T, Gillette, Gatorade, Accenture ... have coveted their association with him and with his personal brand.

And, now we know that this brand lacked one very critical element, the element that bonds everything together inside the brand ... authenticity.

"Authentic" is defined as "being actually and exactly what is claimed".

Now we know that this individual, and his brand, were far from being authentic. So far in fact, that ALL other brands, either personal or corporate, will now come under scrutiny and skepticism for what they claim to be. If it could happen to this very popular and powerful individual, as the thinking goes, then what about you and your brand?

So, there's a great lesson and opportunity here, for the brands that really are authentic.

Amidst all of the scrutiny and skepticism, the truly authentic brands have an opportunity to stand tall.

While brands like Tag Heuer cower and ponder their next steps, saying things like "this individual's personal behavior is not a reflection on his stature as an athlete", the authentic brands are letting the world know who they really are.

That's the lesson and opportunity ... we all should do the same.