FA C U LT Y N E W S ON THE BOOKSHELF
Giving Voice to Values Creator Retires From Darden
Athlete Brands: How to Benefit from Your Name, Image & Likeness ew rules allow college athletes to profit from their name, image and likeness. To get the Wbest results, these athletes need a game plan. Professor Kimberly Whitler and co-author Jay Hodgkins provide a four-step process to help student-athletes manage their brands like a pro. Short, easy-to-read chapters with real-world examples guide athletes through a series of exercises that enable them to set goals and then design, activate and monetize their brands. College Athletes Need A Game Plan for
Managing Their Name, Image & Likeness
WHITLER & HODGKINS
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hether it is practice or a game, successful athletes have a strategy to make sure they achieve their goals. Preparing for NIL success by developing an athlete brand is no different— it requires a game plan to get the best results. This book provides a four-step process to help student-athletes (SAs) manage their brands like a pro. Short, easy-to-read chapters with real SA examples guide athletes through a series of exercises that enable you to set goals and then design, activate, and monetize your brand. Athlete Brands is the perfect resource for SAs to learn to make NIL decisions that serve their most important goals.
—TINA GRAUDINA, NCAA Beach Volleyball, twotime AVCA All-American, first NCAA Beach Volleyball Player to qualify for the Olympic Games
“Name, image, and likeness has ushered in an era of tremendous opportunity for SAs. The lessons in this book offer essential learning not just for SAs, but for those who care most about their development: athletic directors, coaches, and parents.”
—TED WHITE, Founder/CEO of Fair Ball Foundation and former Deputy ATHLETIC DIRECTOR, UVA
“This book coaches SAs to engage more effectively with Opendorse, agents, and others so they can maximize NIL value well beyond their playing career by giving readers a process to identify, design, and activate their brands.”
—BLAKE LAWRENCE, CEO of Opendorse, a leading NIL company
“I’ve witnessed first-hand how SAs who build a strong reputation around hard work and dedication earn the respect of coaches and attention of sponsors. This book helps SAs balance commitments to their education and teams while using their platform to pursue their dreams.”
—ADAM SMITH, Assistant Coach, Reebok Boston Track Club; former Assistant T&F Coach at Syracuse, and UNC-Chapel Hill
Athlete Brands
Praise for Athlete Brands
“This book clearly offers advice on how to build my own brand while I’m still an SA, which is a very specific situation that needs specific guidance.”
Athlete Brands
“Becoming a high-value athlete means more than just performing on the court. It means creating a consistent athlete brand at practice, in the classroom, in media interactions, via social media. This book “connects the dots” to help players develop athlete brands that achieve their goals.”
—JOHNNY CARPENTER, Director of Player Development, UVA Men’s Basketball Team
“This book helps young people better understand the link between what they spend their time on, the reputation they earn, and the goals that they accomplish. This is an excellent book for parents to read, as well as provide guidance for their kids.”
—KATY FITZGERALD, mother of Kyle Guy, NBA guard
How to Benefit from Your Name, Image & Likeness KIMBERLY A. WHITLER & JAY P. HODGKINS
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Mia & Tiago and The Bird in Hand Principle and Mia & Tiago and The Lemonade Principle
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he first two books in a series, Darden Associate Director of Research and Intellectual Capital Gosia Glinska takes Professor Saras Sarasvathy’s entrepreneurshipfocused principles of effectuation into the world of children’s literature.
Professor Mary Gentile retired from the Darden School at the close of the 2021–22 academic year. A professor of practice who joined Darden in 2016, Gentile is the globally renowned creator of Giving Voice to Values (GVV), a curriculum for values-driven leadership that has been used in more than 1,300 business schools and organizations globally. In September 2021, Gentile was inducted to the Thinkers50 Hall of Fame for her career impact in the field of ethics.
Although Gentile is retiring, Darden will remain the permanent home for GVV materials, with cases and curriculum available through Darden Business Publishing.
Darden in the Media
Darden professors remain sought after experts to comment on leading global business issues in top publications.
Will Russia’s Isolation Last? The New York Times Professor Greg Fairchild is a noted expert on business ethics and corporate actions, making him an ideal source to weigh in on the pressure many businesses have felt to cut ties with Russia following its invasion of Ukraine. As he explained in The New York Times, autocratic rulers may calculate that such pressure campaigns won’t last. “There is a half-life to the outrage that is tied to the news cycle,” Fairchild said. Many leaders “have enough evidence that we wouldn’t care for long.”
Super Bowl Ads Go Heavy on Nostalgia and Star Power
White House Must Go Further on New Pandemic Response
Associated Press
The Washington Post
When the Associated Press writes about the commercial extravaganza that is the Super Bowl, they know who to call: Professor Kimberly Whitler. For several years in a row, Whitler has offered her take on the expensive and rarified marketing opportunity of a 30-second Super Bowl ad. “This is one of the most engaging sets of ads I’ve seen in several years,” Whitler said of the 2022 big game spots. “Almost all focus on light-hearted entertainment.”
Professor Vivian Riefberg is among a team of experts that released a road map to help Americans get to “the next normal.” The Washington Post spoke to Riefberg regarding the goals of the report, which included recommendations to combat long-COVID and move faster to combat potential new variants. Riefberg said authors hoped the report would reach people beyond federal officials. “We hope other local and state governments as well as the private and nonprofit sectors will also take actions,” Riefberg said. SUMMER 2022
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