Chad Johnson, Ocho Cinco, 85 – Branding Disaster or Brilliant – You Decide
September 11, 2008 by Susan Gunelius
Filed under Marketing
In a story that’s not 100% unique in the world of celebrities (think Puff Daddy, Puffy, P Diddy, Diddy, and so on and so on), NFL player Chad Johnson of the Cincinnati Bengals legally changed his last name to Ocho Cinco (that’s eight five in English, which stands for his jersey number, 85).
Sure it’s a publicity stunt that celebrities love to use to draw attention to themselves and create a unique brand for themselves that can be dubbed as narcisistic, but it’s also a great way to drive word-of-mouth marketing. The result for Ocho Cinco has been tons of press, increased interest in him and his licensed jersey, and anger from Reebok who wants to charge him $4 million to replace all of the Johnson jerseys that have already been manufactured and shipped to retail stores in time for the 2008/2009 NFL season.
It makes me wonder what would happen if a consumer brand suddenly changed its name to something outrageous, unusual and borderline ridiculous. What do you think? Would if fly or fall faster than you can say Ocho Cinco?
Image: Flickr
If he keeps 85 for the rest of his life sure. In the case he goes to another team who already has a prolific 85, what then? Do you continue to change your name? It will be smart for him to maximize his celebrity now while he is still in his prime and develop that brand outside of football. Otherwise one injury or untimely exit from football can be the end of Ocho Cinco.
-doozieUp
http://doozieUp.com
Emdoozie, That’s an excellent point. He’s definitely not completely in control of his overall brand when you think of it from the angle that he may not be #85 forever, or for very long for that matter.
He’s a complete moron. There was no strategy here. Ocho Cinco isn’t even the right way to say 85 in Spanish.
It’s players like him that bring the NFL down.
I agree with BIG Kahuna. 85 is ochenta y cinco not ocho cinco! Heck, he can’t speak English correctly so why would Spanish be any different.