Brand Steve Smith will survive, and it all comes down to love
Jamie Clift considers Steve Smith’s ability to survive the cricket cheating crisis, by taking a look back at a marketing theory centred around the power of love.
Yes, it’s been a while since we’ve heard the term ‘Lovemark’ thrown about. Kevin Roberts’ thesis certainly received a fair bit of criticism when it first hit the bookshelves. But if ever there was a test of his theory, this is it.
According to Roberts’ contention, brands that are loved are more capable of being forgiven and surviving a crisis. Even a bad one.
Until two days ago, Steve Smith’s brand was untouchable – he was loved. The all-conquering hero of Australian cricket who successfully won back the Ashes almost off his own bat.
He was capable, polite, determined and whilst competitive, he was fair. Touted as ‘the best since Bradman’, sponsors loved him as did the Australian public. His future was secure and his earning capacity immense.
He was a great batsman, and capable tactician, but was he a great leader? Just like a great salesman doesn’t always make a great sales manager, a great batsman, doesn’t necessarily make a great captain. Whilst Smith’s ability with a bat is not in question, his maturity as a leader is.
I’d like to think his moral compass is sound, but possibly not strong enough to resist the propositions that others in his mysterious ‘leadership group’ put to him. I’m wanting to give him the benefit of the doubt – my heart says ‘yes’, but my head says ‘no’.
So perhaps there’s some truth to Lovemarks? If it were Warner at the centre of this debacle I’d say ‘on ya bike’ in a heartbeat. But Smith is special. He doesn’t court controversy every time he steps onto the field and his mouth normally doesn’t let him down. He has a quiet humility that is hard to resist.
Volkswagen perhaps, is the Steve Smith of the automotive world. Whilst the fraud they’ve committed is atrocious and the price they will pay is immense, they will recover. It’s seemingly a one-off. Sure, it’s a disastrous one-off, but it’s still a one-off. Their product remains great and there is enough equity left in the brand tank to ensure they will recover.
I’d like to think Smith will recover too. Maybe not as captain, but as a formidable part of a successful, humble and culturally re-purposed Australian team. After all he has done for us, we should give him the opportunity to redeem himself and earn back our love.
But he should be made to earn it. A soft suspension and a few moments in the naughty corner aren’t enough. His next move should be an open letter to Australia.
He should restate his mistake and he should beg our forgiveness. He should confirm what we already know, that to captain Australia is a privilege and an honour and it should be treated with respect every time he opens his mouth and walks onto the field.
His actions and his words can enhance the reputation of cricket and Australia, or they can sully it. I’m hoping he has it in him to swallow his pride and work his way back into our hearts.
Jamie Clift is head of Joyride.
Well said
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This is satire right?
Roberts resigned after a short backlash. If lovemarks couldn’t save the author, why would it save Smith?
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lovemarks!! thats a bad proposition to align oneself to! the point is loyalty doesn’t exist how its discussed there.
the world will move on from steve smith quickly (hes embarrassed us all) like the world (or most of us) moved on from lovemarks and kevin roberts!
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This case is different. Just look at the reaction on social and traditional media. Smith will be lucky to save his cricket career, let alone his brand!
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Kevin Roberts wasn’t a lovemark, he just wrote about it.
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If Smith’s survival rests on the concepts of lovemarks then his career is royally ………
In all the cliched ridden words above you have forgotten one – cheat. Smith has cheated and will always be remembered as a cheat for the rest of his career .
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Yeah, yeah … all you need is love. The Beatles sang about it 40 years ago. But the Australian cricket team has been slowly but surely losing the love of the Australian sporting public for more than three decades. It’s increasing boorish behavior – non-stop smart-arsed sledging of opponents, triumphalist behavior on winning and snarky sourness on losing is plain for all to see. Smith and their coach, the appropriately nicknamed “Boof” Lehmann, have done nothing to rein any of this in.
Meanwhile, Cricket Australia’s fat cat board members seem to be more interested in getting their well-padded bottoms on prize seats while chowing down to first class free feeds at Test matches than pulling their charges into line. Its chief James Sutherland should have gone years ago.
Yes, the brand – I hate that word – was once loved, but not anymore. People are turning away – Big Bash being the exception because it’s fun and non-stop action. The rest of it? Who gives a rat’s? It’s no longer footy in winter and cricket in summer. There’s too much other good stuff out there now.
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He’s toast, and the reputation of Australian Cricket is toast. It will be forever reminded for decades by rival commentators calling games and rival fans in the crowd of Australian matches with homemade banners. Once a labelled a cheat on an international sporting stage the love evaporates.
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I hope Smith is reinstated and plays the next Ashes series, I just want to hear the new chants that the barmy army are undoubtedly working on as we speak.
This one is not going to pass quietly through to the keeper.
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You may be right. Hansie Cronje was given a life ban for match-fixing and yet was still named the 11th Greatest South African after the debacle. Two other South African cricketers – Herschelle Gibbs and Henry Williams – were both given 6 month bans for being part of the shenanigans.
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think that Bancroft will survive. Smith is mincemeat.
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Not really.
Steve Smith is more like the Marlboro Man – celebrated initially but then found out for what he was.
A cheat: yes.
Passes the buck: yes.
Week leader – yes.
Good batsman but who gives a shit about that this week?
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I find it incredibly sad that these days, everything and anything can be boiled down by “marketers” and “marketing experts” to be a “brand”.
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Lovemarks?!?! Seriously?
I can remember a couple on my neck back when I was a teenager.
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Smith wasn’t loved pre tape-gate. His skill as a batsman was admired. He still came across as an entitled, slightly petulant kid who demanded to be followed rather than earning the right to be.
Whilst not as unlikeable as Davy Dum Dum he is far from loveable, much like the rest of the Australian cricketers. They are quick to complain when things don’t go their way or the foreign crowd dish out a bit, and even when they win they are ungracious and boorish.
Time to rip out the heart of the beast and try to win back their own public. Smith, Warner and Boof head are toast.
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