TO THE POINT
MARKETING LESSONS
TO LEARN FROM JOSE
MOURINHO
By Paul Mwirigi, ACIM
A
s management guru Peter
Drucker rightly put it, “To
be a manager requires more
than a title, a big office and other
outward symbols of rank. It requires
competence and performance of a
high order”.
By the time you are reading this Jose
Mourinho may have been appointed
the new Manchester United manager.
‘May’ because it has emerged Chelsea
currently own his image rights.
It is now expected that Manchester
United are expected to pay Chelsea a
hefty sum to secure his image rights,
which include his autograph and
even his own name.
You all know what happened to
Loius Van Gaal. He was relieved of
his duties at Old Trafford following
the FA Cup final victory over Crystal
Palace on Saturday 21st May.
This was despite landing the club’s
first major honour since Sir Alex
Ferguson retired. Ultimately, he had
paid the price for failing to secure
Champions League football for
Manchester United for next season.
Jose Mourinho may be regarded as
one of the worlds most successful
and famous football manager. From
a marketing perspective, there is a
lot to learn from the self-appointed
“Special One”.
“ Jose knows how to get the best out of his
players by using positive reinforcement to
perfection. Your team will do well not out of
blatant criticism but also out of compliments,
morale boosting, mentoring and training
them. Your personal input is the best in
making sure they give you the best results.”
80 MAL 12/16 ISSUE
Do Not Underestimate The Power
Of Trademarks (no, seriously!)
When Mourinho returned to Chelsea
for a second spell as manager in 2013,
Chelsea took out a 10-year trademark
on the ‘Special One’ to allow them to
exclusively sell goods with his name
attached to them.
According to the UK Intellectual
Property Office, that trademark
covers more than thirty items
including chinaware, glassware, video
games, toys, shin guards, footballs
and teddy bears among others.
Those brilliant product and campaign
names that later on become buzz
words could fetch you (or your
company) some extra bucks and also
ensure you avoid long legal tussles.
So speak to your Legal Department
and see how they can add value to
your work. If in doubt, ask Roman
Abramovich!
Marketing Leadership Is All About
Influence
Remember Frank Lampard before
he joined Chelsea? I bet you no. But