I’m a NY Jets fan and wonder how the franchise can be so mediocre for so long. We often look at the quarterbacks, coaches, general managers for our answers. But rarely does the average fan look at ownership. The last couple of owners of the Jets, Leon Hess and Woody Johnson, are magnates who built empires upon gasoline and Band-Aids.
It is a rare business indeed where someone from outside the industry can come in and have massive success; Robert Kraft being an exception in the football world. But Mr. Kraft sans Bill Belichick and Tom Brady, would look, I suppose, quite average as an owner.
Brand planners understand how important it is to deeply understand a business — even if only engaged with a brand for a month or two. It is a work imperative to speak the language of the business. It’s critical to understand fiscal drivers, consumer motivations, and operational strengths and foibles. Brand planners cannot set master brand strategy as an outsider.
Jets ownership, as smart as they may be, are just not football people. They are business people. A restaurant owner can’t be the chief of police. A history teacher cannot be a construction engineer. A cable TV CEO can’t build a basketball team. My drift.