InternationalUSRemember you can easily switch between MIP US and MIP International at any time

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

INTA's annual meeting is in Barcelona next year! We spoke to its co-chairs https://t.co/p7aXG4yFg7 #INTA16 https://t.co/0KI7kGrulL

May 25 2016 08:01 ·  reply ·  retweet ·  favourite
ManagingIP profile

Assertive anticounterfeiting in Africa and Asia https://t.co/9hesZvNeak #INTA16

May 25 2016 07:30 ·  reply ·  retweet ·  favourite
ManagingIP profile

RT @ballard_ip: 9th Cir. disappoints: Holds Octane Fitness does not apply in #trademark cases. Creates circuit split https://t.co/lAfJOFBqG

May 25 2016 07:10 ·  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 Orlando


null null null
null null

May 2016

North America awards: details and photos of the winners

Celebrating outstanding work in IP in the United States and Canada at our annual dinner in Washington DC



Most read articles

Supplements