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October 7, 2009
Family Style
American Way
By Chris Tucker
From a profile of the NJ Nets marketing genius Brett Yormark and his twin marketing genius brother Michael:
“It’s not just about business-to-customers these days but business-to-business,” Brett says of the effort. “We want to use the Nets to create interconnectivity between our partners, between sponsors and companies who hold season tickets.”
As for confidence, it’s evident in the way the brothers handle criticism. Both have drawn fire for alleged over-commercialization of their venues. Brett has been dogged by bloggers adamantly opposing the Nets’ move to Brooklyn and the Barclays Center.
NoLandGrab: The genius's devotion to "interconnectivity between... partners" explains why sponsorships are up while the team and attendance are down.
Posted by lumi at October 7, 2009 5:23 AM