DINU: John McEnroe

Mac on the mic - photo Justin Stephens (NY Times Magazine)

John McEnroe is a unique American sports icon. Brash and opinionated he was liked and disliked in equal measure during his career. But those rough edges have been his greatest asset over the years. He’s learned to laugh at himself and has developed other interests, from art and music to remaining a fixture in the media, both tennis and non-tennis related.

McEnroe has developed a terrific Deeply Immersive Narrative Universe (DINU) that makes him as relevant today as he wast 30 years ago as he rose to stardom on the court. Players such as Sampras and Borg may have been technically better players, but they did not (or chose not) to develop their brands in a way that engaged the consumer. Not only were they arguably better, but they also had fewer negatives. I don’t think you’d ever hear someone say something bad about Pete Sampras.

But the most compelling stories have tension and contradiction and moral grey areas. That’s what McEnroe has given us for 30 years. Sometimes trying to please everyone isn’t the best answer. Being authentic, even if that means alienating some consumers, is the key to being relevant over the long haul. Catch up with Johnnie Mac in Sunday’s NY Times Magazine.

Nike, Tiger and the Deeply Immersive Narrative Universe

Yesterday I wrote about the Sony Ericsson WTA tour and their need to connect with the casual tennis fan. I recommended they work on creating a Deeply Immersive Narrative Universe (DINU) that goes beyond the excellent tennis action they offer.

Also yesterday, Rob Walker, posted on a recent Nike ad featuring Tiger Woods that ran in conjunction with the recent concluded U.S. Open. Walker explains that the ad was seen by some as risky; if Tiger lost the ad could have flopped (Woods won the tournament). But Walker saw it differently:

“But — what if Tiger wins? If he does, surely the coverage will be all about his awesome mental toughness and so on. Just like in the Nike ad! In fact, the ad would seem like part of the narrative of the tournament, almost like real-life Tiger was taking his cues from the inspiring marketing campaign.”

Bingo! Nike created an ad that didn’t just run alongside the tournament, it complemented the narrative of the tournament. That’s the essence of the DINU concept. Now Nike his woven its brand, the Tiger Woods brand (and the difference between those two is, to borrow a Walkerism, murky) and the U.S. Open into one narrative for consumers. If you are invested in the U.S. Open, if you are invested in Tiger Woods then you are now invested in Nike. Here’s the ad:

Now, maybe you’re brand isn’t Nike, and maybe your spokesperson isn’t Tiger Woods and you may not be a sponsor of the U.S. Open, but the concept is still the same. Take the time to develop the back story, provide rich, vivid details and infuse your brand with emotion.