10). Branding a sport means picking the focus and emphasizing it. For instance, "Nissan ranks high on the shopping list," since "we know what triggers a consumer's desire beyond price point alone" (Ibid. p. 13) When Nissan is out there on the race track, the consumer focuses on it as he or she never would anywhere else.

When Tony Stewart climbed the 20-foot fence to be with his fans after winning at Daytona International Speedway, Joe Gibbs took advantage of the moment. "It also turned out to be a marketing opportunity," and Home Depot, the sponsor of Stewart's team, placed full-page ads in newspapers throughout the country. "Hey Tony,' the ad read. 'We have ladders'.... And sales rose by a double-digit percentage in the immediate aftermath" (Poole, p. 1).

The ad showed Stewart climbing up the fence at Daytona. Then it was used to promote a weekend sale on ladders...
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