brand positioning tip: confidence

A colleague of mine once said, “If you say it with confidence, it’s true.” He was right. Like it or not, we live in a world where charisma often supersedes understanding and style can overtake substance. As a result it’s not what you say, it’s how you say it. As it relates to athletes, I’d dare to say it’s not how many shots you make, it’s how you make them. It’s not who you tackle, it’s how hard you tackle them. And it’s not how many homeruns you hit, it’s how far you hit them. People like steak, but they love sizzle. Give them both.

 

“It’s hard to be humble when you’re as great as I am.” —Muhammad Ali

 

Perhaps the preeminent showman of our time, regardless of sport, Muhammad Ali once famously boasted, “I’m young; I’m handsome; I’m fast. I can’t possibly be beat.” Supreme confidence. That’s why, even after his passing, we adore him. That’s also why many opponents hated to fight him. Ali once claimed, “I am the greatest. I said that even before I knew I was.” Unrivaled self-assurance. That’s why we believed him. Despite the fact that he retired with fewer wins and more losses than fellow heavyweight boxing idol Joe Lewis, in the minds of those who know his story, Ali will always be the greatest—like he told us.

 

BRAND POSITIONING STATEMENT:

Muhammad Ali is the greatest boxer of all time.