RE-BRANDING PROCUREMENT
TO ENABLE, ENGAGE, AND INSPIRE By Diego De La Garza
Whether or not you’ve ever watched a basketball game, you know the name Michael Jordan. In all likelihood, you could even identify him at a glance. That’s not because he’s one of the greatest players in sport’s history. It’s because, for all of his skills on the court, Jordan was even savvier in another arena: branding. Think of how Jordan compares to a player like Tim Duncan. On paper, they’ve got a lot in common. Both excelled as college players, got drafted in the first round, won NBA championships and collected a wealth of awards. Next year, Duncan will even join Jordan in the Basketball Hall of Fame. The two couldn’t be more different, however, when it comes to their personal brands. Jordan’s entrepreneurial activities and brief career in entertainment are as famous as anything he ever did on the court. Duncan was far less flashy. During his NBA tenure, many even dismissed his style of play and soft-spoken demeanor as “boring.”
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For all of Duncan’s success, he’s unlikely to inspire a Drake song or find himself immortalized as a meme. To a new generation of basketball fans, who are unfamiliar with his exploits throughout the aughts, he’s likely just a name in the history books. The name “Michael Jordan” conjures images of acrobatic dunks, buzzer beating shots, and a win-atall-costs attitude. Though he was no less successful, Duncan’s name suggests—at best—dependability. Where am I going with all of this? I’d argue that procurement is a lot like Tim Duncan. While its reputation for excellence ought to precede it, that’s rarely the case.
