How Lebron’s Decision Enhanced Kevin Durant’s Brand

It was a sports moment that will live in infamy. LeBron James, the Akron-born savior of the Cleveland Cavaliers, resorted to a self-aggrandizing, nationally televised prime time special to announce to the world that the free agent was “taking his talents to South Beach” and joining the Miami Heat. The arrogance with which LeBron delivered his decision to leave his home state and desert the fan base that reared and nurtured him permanently damaged the LeBron James brand. LeBron’s whole image was based on him being a “fun loving guy” who was willing to sacrifice for the team and the teammates for whom he cared so greatly. His prime time shrine to his own ego completely altered Madison Avenue’s and NBA fans’ perception of the self-proclaimed “King James.” The prodigal son with the prodigal talent had been reduced to the greatest sports villain this side of the late George Steinbrenner. The day before, another phenomenal talent, Oklahoma City Forward Kevin Durant, quietly signed a contract extension to remain with the only NBA franchise he has ever known. Durant, became the supernova “next big thing” in professional sports in his breakout 2010 season, agreed to terms without fanfare, without television cameras, and without the hype of celebrity. Durant could have allowed his contract to expire so he could be courted by bigger markets with bigger bankrolls, but he instead chose to peaceably remain loyal. The quiet, humble Maryland native stayed true to who he was by announcing his future plans without any “hoop”la. The business lesson in this is clear: the company that stays true to its brand and the principles that comprise it is the company that ultimately emerges victorious. In a competitive business climate, customers have multiple options in a diverse marketplace. Adhering to core beliefs and being honest about who you are to the people who care the most are central to winning in a challeniging marketplace. Kevin Durant went on to represent USA Basketball in the World Championships last summer, unselfishly leading his team to a gold medal. LeBron refused to join that same team due to his pending free agency. Two amazing talents with two similar opportunities who chose two completely different ways to cope have been called the “future” of the NBA. Despite their many similarities, one has set himself up as the ultimate “bad guy,” while the other is garnering the respect and admiration for integrity that your company should pursue.