.

"Brand" is a business term that is often used cynically; Felix is authentic.  But we've been reading a little too much Euro soccer and it's rubbing off.  Whatever headline works, man.

.

Supposing that you've got a busy morning going - stop for coffee, and get gas, and buy groceries, and go by the mailbox.  The mailbox reminds you:  you need to get a card for Grandma.  You know where you'll get it:  the Hallmark store.  Why did you think Hallmark?

Hallmark has an image:  "When you care enough to send the very best."  You buy Hallmark, you're showing refined taste!  And you're taking care of your loved ones.

It doesn't matter whether you agree with Hallmark's image logically.  "Branding" is the sum of impressions you have about a company BEFORE you start THINKING about that company.  

For a person this is reputation.  You have a certain impression of Rush Limbaugh, and chances are that you've never heard his radio show.  Reputation, and Brand, creates a series of advantages or disadvantages for you before you even shake hands and say hello.

............

Apple's brand focuses on emotion, on the right side of the brain.  Whether you agree with them logically or not, you probably think of Apple as innovative, as helping people achieve their dreams, as moving them into space-age lifestyles ... when you look at an Apple store you probably feel things that relate to freedom, passion, and aspirations.

Coca-Cola is currently focusing on friends, family, and diverse contexts.  They show polar bears drinking Coke because they want you to think of Coke as something that you have in common with friends, wherever you are.

.............

Felix' reputation, or "brand," includes Loyalty if you ask me.  "Brand Essence" deals in three (3) words -- two adjectives and a noun.

• Nike = Authentic Athletic Performance (built with the "Just Do It" tagline)
• Disney = Fun Family Entertainment 
• Starbucks = Rewarding Everyday Moments
• Seattle Mariners = Nice Night Outdoors (and that's accurate)
• New York Yankees = Pride, Tradition and Glory (that's accurate, too)
• Seattle Sports Insider = ... taking suggestions ;- ) anybody want to make a list of Brand Essences for all the local blogs?!

There is entertainment that isn't for families.  Disney wants to cause you to think of a certain kind of entertainment ... and when you invert that, when you WANT fun for the family, they want that to cause you to think of Disney.

Starbucks focuses on the term "everyday."  Guess why.  So they build their stores around causing you to associate them with everyday things.

.............

Loyalty is defining with Felix.  What else?

To me his pitching is not intimidating; he doesn't hit people, doesn't glower, etc.  He's not even all that powerful on the mound; he doesn't throw particularly hard.  (Shaq was asked about his brand.  "My image is POWER," Shaq said.)

To me, Felix' pitching is dominating.  Even Randy Johnson had guys who could hit him -- and times when he seemed to be coming apart on the mound.  But Felix never seems to have the disadvantage, not in one at-bat all season long.

Domination speaks to complete control of a situation.  We don't mean domination in the cliche'd sports sense.  We mean it in the dictionary sense.

He actually does have a "King Felix" brand and it's not about a regal bearing.  It was a throwaway nickname by a local blog, not particularly thought out that I know of.  It caught on.  But where it has traction, is in the idea that Felix reigns over the stadium, that he pitches authoritatively, and that he is second to nobody.

............

For me, Felix' other defining attribute is friendliness.  FRIEND:  that's another word that any 3-year-old understands and that no 40-year-old can define.  

And it sounds weird, I realize, but it captures who Felix really is.  Felix doesn't hate his enemies; he plays ball with his friends.  It's part of what is odd about Felix, what is unique about him.  You don't really think in terms of seeking out friendly players.  But that's what Cal Ripken was, what Stan Musial was, what Willie Mays was.  Junior was a friendly player.

You don't seek them out.  But then, Felix has certain attributes that aren't really competitive advantages.  They are still part of his personality, part of the fabric of a game in which he performs.

Jack Zduriencik said, in the press conference, that they did this contract for the kids.  Think about it.  Why do you and I, as sabermigos, have first place in that line?

.............

My first cut at a Brand Essence for Felix:

• King Felix = Loyal, Friendly Dominance

It's an awkward intersection of three ideas.  But that's were we came in.  M-Pops brought up the question of what makes Felix unique.  

Cheers,

Dr D