3. Broaden the Brand by Exposing it in Unconventional Ways
What Mayweather did after he won the De La Hoya fight is what is really impressive. He positioned the bad boy brand in different arenas thus exposing it to different demographics. A stint on “Dancing with the Stars” made soccer moms aware of him. His turn at WrestleMania made good old country boys in the flyover states know his name. He took the brand to places that were uncharacteristic. Once again, by fighting an MMA champion Mayweather his taking his name and brand to another arena and gaining world-wide exposure as a result. Not too dissimilar to when a certain 1990’s Presidential candidate named Bill Clinton, decided to play saxophone on a late-night talk show called “The Arsenio Hall Show”.