Jerry Jones, Dallas Cowboys: The business of branding
When Jerry Jones bought the Dallas Cowboys NFL franchise in 1989, the first thing he did was identify what he could monetize. “It was the brand,” he said yesterday in a keynote address at the INTA Annual Meeting. “You take the passion, tradition, entertainment value and visibility and go to town with the brand.”
At the time, he said, "Dallas was down": buildings were
empty and times were hard. But Jones had made
money—lots of money—in oil and gas and had a
lifelong love of football. It was while on a fishing trip in
Mexico, suffering from "a tequila-induced hangover" that he
picked up the phone and offered to buy the franchise.
Thus began a process that...
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