Yeah he is a boxer, a pretty good one, but it’s so much more than that.
He is unquestionably one of the most brash and arrogant human beings on the planet, but it works for him.
I am of course speaking about Floyd Mayweather Jr., undefeated boxing champion and master entertainer and promoter.
Some years ago Floyd decided that the thinking and strategy of his then promoter Bob Arum was just not big enough, and that his brand was ready for center stage and boy was he right.
His gamble has paid off big time but here is what made his gamble so smart and calculated.
He, through many tactics including the AMAZING HBO 24/7 shows and now Showtime All Access, hooks you into his story and the stories of his opponents.
Stories, after all, are everything to a brand. What makes you come back to a certain entertainment venue, or go see a band 17 times? It’s their story and how they become part of your story.