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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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Statement on Boards of Appeal reform via @EPOorg https://t.co/GIG4D1B9kD We'll have more analysis of this next week!

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#UPC preparation to continue despite Brexit vote Chairmen's statement https://t.co/ykdhcBR4St Summary of meeting https://t.co/Wk2LAV34AW

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Next Thursday at CJEU: Judgment in C-567/14 Genentech case on patent licences & competition law. AG Opinion here https://t.co/HZYVyCLWPM

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