The Branding Of Jeremy Lin

Marketing expert Con Williamson of the advertising agency Saatchi & Saatchi discusses the celebrity branding of rising New York Knicks superstar Jeremy Lin. Williamson notes that “the beauty about [Lin] is that he’s accessible. He’s kind of one of us. I mean it wasn’t that long ago, it was a couple weeks ago he was sleeping on a couch. The fact that he’s from Taiwan, the fact that he’s a Christian, they all add up to these sort of relatable, accessible things. And I think where you start to hone in is that part of him.”