JKR

Brands, it is often said, are like people. Considering the hype over the potential “re-brand” of Andy Murray by 19 Management, one questions the truth of this analogy. Firstly, people are not as malleable as products: no amount of polishing and re-booting will give Murray the looks or charm of Beckham. In advertising he looks uncomfortable, and on court he looks angry. A new logo on his shorts is unlikely to change this inherent grumpiness. Another difference is that branding which is spiky is effective – better to provoke strong reactions in consumers than be so bland as to be overlooked. However, we are less forgiving of people’s foibles, hence the carping about this “I’d support anyone against the English in soccer” Scot selling the quintessentially English Fred Perry emblem. What makes Murray an interesting person makes him a dodgy brand.

Meanwhile, Michael Owen’s management have taken the whole “person as brand” to its logical conclusion. Setting out his stall for potential brand fits in an entirely corporate and dreary manner, one can’t help thinking it all looked a lot more fun in “Jerry Maguire”.