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...


Please log in to read the rest of this article.

New to Managing Intellectual Property? Take advantage of one week’s FREE access and become a Managing IP member today. It’s free to join and the benefits start straight away.

Already registered?

Please make sure you log in to read the rest of the article.

Log in

Join us now

Gain 7 days FREE access when you register now.

Join here

profile

Managing IP

ManagingIP

ManagingIP profile

This week's IP round up feat. Fed Ex, ebay/LVMH, TM surveys, universities wtih lots of patents & Chubby Checker http://t.co/k4IgLChMOY

Jul 25 2014 04:41 ·  reply ·  retweet ·  favourite
ManagingIP profile

Our latest #mipblog post features Lionel Messi, Sachin Tendulkar, Scarlett Johansson & Busta Rhymes. Beat that! http://t.co/t45TGr861T

Jul 25 2014 03:36 ·  reply ·  retweet ·  favourite
ManagingIP profile

European Commission reports on copyright consultation http://t.co/aclNtha4lc Who's read this? What do you think?

Jul 25 2014 03:33 ·  reply ·  retweet ·  favourite
More from the Managing IP blog


Read this year's INTA Daily News - published daily by Managing IP direct from the INTA Annual Meeting in Hong Kong



July/August 2014

IP’s most influential people 2014

The 50 people in social media, advocacy and debate influencing IP policy



Most read articles

Supplements