With the age of NIL (Name, Image and Likeness) in full swing across the nation there are many, many, many questions left unanswered. Like if a student-athlete has a marketing crew to build and amplify their personal brand, will the university allow a representative on the sidelines to capture content? Will someone on her/his behalf be allowed at practice to capture the best and most authentic material to repurpose in the athlete’s social channels and other content marketing? Questions go on and on… like what if your teammate doesn’t want to be in the video, or shot capturing you at your most intriguing? Will a sponsorship conflict with one for the team , athletic dept or university, etc.?

There’s also the question of CRISIS MANAGEMENT. It really is a matter of when, not if something troubling will occur and jeopardize your brand. It may be brought on by you, or an outside person or event, but depending on when and how you handle it, it can significantly muddy your brand.

When social media is added to the mix, the speed, volume and amplification of the crisis changes dramatically and for the worse. Things move from incident to emergency to crisis status faster, further and more loudly.

In this 3rd of 8 video segments of Brand Breakdown, I explore crisis management and the importance of taking charge instead of the event or issue swallowing you and your brand whole.

NIL will inevitably trigger crises of its own. Don’t let it carry you away. 



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