Last night, after much speculation and grandstanding, LeBron James announced which NBA team he’d join via free agency. Congrats, Miami. At last, closure. Finally, the news, blogs and spam emails I enjoy every day 
can return to normal.
Mr. James’ decision — or the LeBronocalypse, as some have called it — goes beyond the public’s obsession with celebrity, entertainment and trending topics.
Love it or hate it, King James demonstrated how one brand (no doubt an international brand with global popularity and unprecedented access to the press) can overwhelmingly set the agenda for content and conversations, across all media.
The aftermath of “The Decision” speaks to the fragile nature of how the public perceives a brand. Overnight, James went from being a top attraction in the NBA — and one of the good guys — to a self-absorbed narcissist in the eyes of many and even a traitor (especially in Cleveland).
Brands and agencies should take note: One action, one press conference, one message can impact the goodwill, the momentum, the standing that your brand has worked hard to achieve. Sure, time — and PR efforts — heal wounds. But make no mistake: last night’s broadcast was a case study in what brands shouldn’t do.
And we are all witnesses.