The Big Story
Big Blowhard Brand
There is a big difference between a label and a brand. Virtually every product has label. But just because a product has a colorful logo does not mean it is brand. A brand has meaning to the consumer. A strong, established brand is able to create a specific perception in customers’ minds concerning a product’s qualities and attributes. Creating a brand can be time-consuming and expensive, and the results are unpredictable. Many products try to accelerate the brand development process by aligning with a celebrity and hoping that the attributes of the celebrity rub off on the product in the minds of consumers. But, what happens when the process is reversed, and a brand is developed to create a celebrity? That is exactly what is happening with Big Baller Brand.
As the website says “Big Baller Brand is a Lifestyle Apparel company founded on core family values, and inspired by the 3 Ball brothers from Chino Hills, California. Lonzo, LiAngelo, and LaMelo Ball are basketball players with Championship pedigree”. Keep in mind that the average age of the three Ball sons is 17 and combined they have scored the same number of points in the NBA as I have. You may be wondering how these three brothers, two of which are still in high school, got their own brand. The answer is twofold: YouTube, and their father, LaVar (LaVar is apparently the source of the “Championship pedigree” noted above).