In the Name of Beckham

Author: Milligan
Publisher:
Publish Date: 2005-07-01
Features: In fact, Being Beckham can be considered a textbook, educating us on how to understand the commercial promotion activities of internationally influential celebrities. Andy Milligan, with his professional insights into the workings of brands, provides us with rare and invaluable wisdom, enabling us to correctly view Beckham's personal marketing efforts. —David May (DavidMay), Head of the BBC's Communications Strategy Department
Being Beckham is actually a scientifically fair and objective analysis. It tells us what factors make Beckham a brand so powerful in promotion—whether for men or women, whether in the U.S. or Japan. —The Times
Beckham, with his exquisite footwork, decides the fate of the goal, not sparing a single one. The glint of his "Crescent Moon Blade" flashes past, and no goal can escape. Xiao Bei, this brand symbol, is spreading wildly across continents. He is not the most magical "gladiator" on the pitch, nor the most handsome man on the planet. But when charisma meets football, the world's most sexy sport, Xiao Bei's brand's appeal is irresistible: The Mohawk hairstyle, already relegated to the museum, is imitated by the new generation worldwide because Xiao Bei was the first to adopt this retro look. Fans around the world know the position of the metatarsals better than medical students, because their idol Xiao Bei broke his metatarsal just two days ago.
This book reveals how the charming Xiao Bei remains composed and effortless in the face of various marketing strategies, ever-changing fashion trends, and the inescapable web of the media, just as he is on the pitch. For those familiar with brand concepts, this book offers a complete and genuine insight into brand building; for those who deeply understand football, it will show another side of Beckham off the pitch; and for all of us, it is a compelling story of personal struggle and success.