Paul Swangard Quotes
There are still categories that are probably not going to want to attach their name to Kobe. Family-consumer brands like McDonald's and Sprite are probably still a little reticent to come back into the fold. 
Tweet
Categories | Attach | Kobe | Family | Consumer |
comments powered by Disqus
Kobe was seen as this non-controversial, rather worldly good guy. He can rebuild his image, but it's never going to be the same that it was.
- Paul Swangard
Nobody we've seen in the last 10 years has fallen as hard and tried to come back at this level. It makes sense to come back with a product that focuses on the court, where his performance message counts most. The core target audience here may be urban youth, but his image is still relevant, for example, to the mother of the shoe buyer, or anyone who holds the purse strings. Perception is what drives the market.
- Paul Swangard