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Jerry Jones, Dallas Cowboys: The business of branding

James Nurton, Dallas


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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RT @The_IPO: Government to introduce option of webmarking for registered #designs http://t.co/bhGurYxHYn

Aug 28 2015 02:39 ·  reply ·  retweet ·  favourite
ManagingIP profile

Shenzhen Goldman Sachs is China’s latest fake - http://t.co/2DcIXrEZcR http://t.co/rgJ4rSPSJM via @FT (£) #trademark #copycat

Aug 27 2015 10:34 ·  reply ·  retweet ·  favourite
ManagingIP profile

Interesting case study. We briefly discussed this topic earlier this year http://t.co/yvezqYxMqr https://t.co/VdvhcXvwqV

Aug 27 2015 10:08 ·  reply ·  retweet ·  favourite
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