The brand identity of the Mexican player was created with the same quality as that of the NBA team
The former player of the Chivas has catapulted to unsuspected heights marketing, the company that represents it has been able to take advantage, even, of the critics of its fans.
Palafox standard recently announced her personal brand, positioning her last name even higher than she already was and setting a precedent in Mexican sport, in women in particular. In the same way, the handling of its image, has generated a bond between the sonorense, New York and the basketball team, Houston Rockets.
At the moment, Palafox standard pauses in soccer by its participation in Exatlón the United States, and of this form it continues taking advantage to him to his condition of
Guillermo Zamarripa, Partner of ‘The Marketing Jersey’, agency that manages a Palafox standard, He clarified in an interview with ESPN Digital all the doubts about the new plans and the entrepreneurial spirit of the sonorense.
How is the issue of Norma Palafox’s personal brand going?
“Well, right now it’s in a trademark registration project in Mexico. It’s a brand that was designed with a studio in New York, a store with many years of experience that has generated very strong identities in the sports industry, like the after Houston Rockets NBA, New York MLS […] to this level of quality extend the identity of Norma Palafox “.
“Why was it done with this level of detail? Because we believe Norma lives up to this level of structure.
How do they take the fact that in football, where Norma Palafox made herself known, she doesn’t shine with goals right now, and has criticism on social media?
“Look, the truth is not something that worries us; I think it’s an issue that we try to work with the players in the sense that it’s impossible for everyone to like it. It’s a reality that while they talk about you, it’s something “It’s bad that they don’t talk about one; more for a brand growth issue, that’s necessary, for people to think, and not all comments will be positive.”
“So it’s a matter of simply managing the pressure and in Norma’s case, this connection to its content-generating facet, this critique that if it’s no longer brilliant in football is always going to exist, was latent. It’s something with what Norma has learned to manage day by day, and in addition, she does it very well “.
In the end, all this generates dividends on the marketing issue, right?
“If we go to the statistics, in the middle of last year, Norma was 4.1 million followers; right now it’s at 5.98. Then, in just under a year, it gained nearly two million followers. Its growth is brutal. There are few platforms, there are few
How did you and Norma Palafox ‘click’?
“We have an excellent relationship with Norma, we understand what her strengths are, what she is passionate about, what she likes, and based these priorities on both sports and staff, is that we develop a strategy. Clearly, Norma has an amazing, easy-to-generate content; then, of course, a lot of what the agency does is generate strategies for her to keep connecting with her fans. Norma connects with her fans in a totally natural way, and well, we generate that kind of opportunity for her audiences to keep growing. ”
“She, at the time, was anxious to be an entrepreneur and instead of waiting and having it as a dream, we set ourselves the task of pursuing an opportunity, and in a few months we were able to close something with Miguel Layún because Norma was a partner of Coffee 19 (Project in which they also participate Iker Casillas, Héctor Herrera i Diego Lainez). Our job as an agency is to find opportunities for, while they are athletes, to be able to capitalize on their platform and that, let’s say, is what Norma does differently. He’s not, let’s say, sorry, or he’s not going to ask clubs for permission to generate his life. “
Why do you think everything he does works for him?
“Norma is very aware that it is one thing to be a footballer, it is another to be an entrepreneur, it is another thing to generate content, and it is another thing to be someone who is ambitious and proactively looking for projects that, above all, generate resources. .. If I had to summarize this topic, Norma is definitely scoring a before and an after, as are other players who belong to the agency, who are doing great; Janelly Farías, That what he is doing outside the context of football, is amazing. “
How did they get Pachuca to agree to hire her and let her participate in a reality show?
“It is a unique case in this sense, we are innovating. Pachuca understood the situation very well; hence the value of Norma Palafox on and off the track. The club that doesn’t want to see it, is a club that isn’t taking advantage of it; as simple as that. Pachuca he understood it, he understood it, and the truth that it was a good negotiation of the agency […] they understand that when Norma returns, the impact on and off the track will be here. “
When should you report to Club Pachuca?
“You don’t know when he leaves Exatlón. But he has to report to the pre-season of the next tournament, I can confirm that. Norma was in Pachuca for at least a year, and the intention is not to leave the team all year round. “
Norma Palafox does not retire from football
Do you think Norma is anxious to move forward on marketing issues to retire permanently from football?
“The truth is that to retire, no; this decision is not, nor will it be. I see Norma playing football for many years. This is something he is passionate about, it is something he wants to keep doing. When she made the decision to return to the Exathlon, we announced her signing with Pachuca“Because it was important for her to send the message that she is not withdrawing from the tracks.”
“Unfortunately, in the context of women ‘s football, sometimes players like Palafox standard they have to make difficult decisions, such as entering a sports reality to be able to generate and have enough resources, and then continue to bet on women’s football. This is a reality. These kinds of opportunities generate more resources for him than playing football, but Norma’s intention is not to retire. but at the same time it will continue to participate, activating and continuing to grow its brand outside the context of the track. “