Error called on Dodgers by Kotcher

Ketchum's CEO Ray Kotcher recently penned a piece for CNBC discussing the Los Angeles Dodgers' conundrum in dealing with its larger than life - and...

Ketchum's CEO Ray Kotcher recently penned a piece for CNBC discussing the Los Angeles Dodgers' conundrum in dealing with its larger than life - and now benched - star, Manny Ramirez.
Had the ballclub pulled all of its existing Manny merchandise at the same time that it eliminated the new Mannywood-driven marketing machine, the public could feel satisfied that the Dodgers were making a statement that it won’t tolerate and reward unethical conduct on the part of its players. But by keeping the turnstiles moving on its Manny-branded shirts, bobblehead dolls and other merchandise, the team essentially caved to the lure of cashing in on its greatest marketable asset even during its marquee player’s shameful absence.

With that mistake, says Kotcher, the Dodgers failed to see the value of the capital already built into its brand - a long running team that began in Brooklyn long before those on its current team roster were even born.
If you are keeping score, that’s a crass quick win for the cash registers, at the expense of a long term loss by failing to live up to the brand’s essence.

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