Michael Jordan is the quintessential Brand U. He was probably the best player in basketball. He propelled the Chicago Bulls to six NBA championships. The 7Ps – Paradigms, People, Principles, Practices, Products, Processes, Projects – can be used to understand Jordan Brand U.
His paradigm is the rules of basketball. People are the players, opposing team, coaches, fans, referees, trainers, and everyone else associated with the game. Jordan’s principles of fairness, ethics, working hard, and serving as a role model are legendary. Jordan is exceptional at managing his critical personal practices of satisfying all the stakeholders of Jordan Inc., meeting his personal time commitments, improving his playing performance, and communicating with his fans. The points are the products of the game. The process involves all the core activities that make him great: his single focus, great leaping ability, tremendous speed, and agility. His short-term project is winning each game and his long-term project is making the playoffs, which may lead, to another NBA championship.