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It Wasn’t About the Money

MJ Pose SmallerIt's All About Branding

Last week Michael Jordan won an $8.9MM case in court against Dominick’s. He sued Dominick’s for the unauthorized use of his name and identity. Several reporters and judges dissed His Airness about bringing a trivial issue to court. Marketing types understand this was not about the money… it was all about branding and protecting brand equity. His win is worth way more than the $8.9MM he was awarded. The Michael Jordan franchise is worth billions. In this case, it really wasn’t about the money… MJ is donating the award for damages to Chicago charities.

Kim Janssen, Corilyn Shropshire and Wendy Donahue summed it up best in the Chicago Tribune.