Selling Ugly

Posted on by in Marketing

– Dirk Nowitzki is a 7-foot German Basketballer with a shuffling, awkward playing style.

– He’s been labeled “soft” by media, fans, and peers, in a field that puts a premium on hardness.

The list does go on.

Most marketing execs would be thinking “How Do We Sell Dirk”? Dirk has no endorsements save for Nike, and he doesn’t have an agent. Suddenly the Dirk question is easier to answer. Winning will do that for you. All of the perceived flaws in your character and appearance suddenly become selling points. And that’s what happened to Dirk Nowitzki as the final buzzer sounded in Dallas’ game 6 win over Miami on Sunday night: he won, so everything bad about him is suddenly good.

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