Endorsements

Endorsements have always been something of interest to me.  In the business world it can look encouraging to have a celebrity endorsement, or widespread support from a favorable organization, for your brand, product or organization.  Example, Brett Michaels and the American Diabetes Association.  While Michaels can be considered a controversial endorser, he has the name recognition and thus the ADA receives more attention from Michaels supporters. 

Endorsements are everywhere with athletes.  Tiger Woods in December 2009 was reported to earn more than $100 million annually in endorsements... even in the midst of his scandal. (1) But are we more likely to drink Gatorade because Tiger does?  Perhaps.

The most common endorsements, that arguably hold the most significant value, are political.  As election day rolls around every year, well-respected politicians and figureheads everywhere publicly announce who they support.

This entire endorsements topic is a complex. When did we lose the ability to decide for ourselves what and who we like?  Are we too lazy?  Are we trusting the right people?  I'll let you ponder those questions and delve into that on a rainy day!

There really is a reason for the endorsements issue coming up today!  It all stems from a Cory Giger post on the Altoona Mirror website today.  Being a Penn Stater forever, Tom Bradley being a top candidate to take over Pitt football is a topic of interest.  Giger writes:

If media and public opinion were the decisive factors, Bradley would seem to be a shoo-in. Both Ron Cook and Bob Smizik of the Pittsburgh Post-Gazette have columns today endorsing Bradley for the job.

Both Neil Rudel and I already have given our endorsements to Bradley, who has done a wonderful job in his 30-plus years at Penn State and deserves a chance to run his own program.

What if media and public opinion were the decisive factors?   While I would argue that a handful of journalists endorsing a football coach candidate isn't going to be the deciding factor, I'd also argue it isn't going unnoticed.  Joe Pa is a great example of why it shouldn't go unnoticed.  He's a figure head and a great coach.  He alone can draw a crowd to any event.  Bradley, if the public likes and respects him as much as it appears, can serve in a similar role.  (disclaimer:  I don't know that anyone will ever reach the caliber of Joe but the concept still applies.)  Coaches have to be good at what they do... coaching and winning.  But they also need to be good with the public, with the media.  They need to be likable, or at the very least entertaining to follow.

Endorsements are interesting.  To really evaluate what influence they have on peoples decisions to use a product, vote for a person, hire someone, is surely a phenom being studied somewhere.  (Or at least I hope so) So for now, make your own decisions, or don't.  It doesn't always matter, someone is probably endorsing it anyway... leave the decision making up to them, they know what they're talking about... right?




1. http://abcnews.go.com/Business/tiger-woods-make-millions-big-endorsement-deals-nike/story?id=9228758