An Interview With Fotis Georgiadis
Know who you are. Wanting to be a “jack of all” can be exhausting and also dilute your brand’s efforts. Being niche and dedicated to a vertical is valuable. Don’t get me wrong, there’s nothing wrong with punching out of your weight class and trying to be a greater than you are but don’t take a fight too early.
As part of our series about how to create a trusted, believable, and beloved brand, I had the pleasure to interview Richie Frieman.
St. Martin’s Press and Macmillan Publishing dubbed Richie Frieman a “Modern Day Renaissance Man” due to a career that spans life as an author, illustrator, artist, entrepreneur, screenwriter, cartoonist, and even a champion professional wrestler. He is a #1 best selling and award winning author and illustrator of seven books in multiple genres, with work being sold worldwide.
Outside of the arts, Frieman is the Co-Founder/CEO of Brand U Sports, an innovative sports marketing firm dedicated to connecting brands with NCAA student athletes through brand ambassador programs for Name Image Likeness (NIL) sponsorships.
Over the years, Frieman’s success has landed him on media outlets across the globe, appearing live on numerous radio and TV shows, including MSNBC and FOX News Entertainment, and featured in Time Magazine, Money Magazine, Yahoo, Martha Stewart, Forbes Magazine, The Wall Street Journal, Entrepreneur Magazine, Huffington Post, Fast Company, USA Today, Publishers Weekly, Parade, Story Monsters Ink, and many more.
Thank you so much for doing this with us! Can you tell us a story about what brought you to this specific career path?
I call myself a “professional tryer” in that I’ve been able to chase — and accomplish — careers or aspects of my personality that had a career path to them. From art, to wrestling, to the corporate world, whenever I found something I was interested in, I reached out to anyone I could find to learn more. I networked, I asked around, I took meetings, and then was able to capitalize on my hustle. The backbone of everything, really comes down to marketing though, which is what led to the development of Brand U Sports. To make it anywhere — in any career — you have to market yourself and your abilities, or else no one will care. So, when the Name Image and Likeness (NIL) law was passed (which I had been following), my two partners and I (both long time marketers) saw a niche where we could help out these college athletes expand their brand in a positive way. It’s been amazing to see the growth of the industry and of Brand U Sports. I was able to use my love for sports, working with people, and business background to create a firm place in a very growing industry.
Can you share a story about the funniest marketing mistake you made when you were first starting? Can you tell us what lesson you learned from that?
I love this question because I know for a fact that everyone has that one “oops” moment but doesn’t like to talk about it. Not me! I love a good laugh at my own expense. Without giving names, I was presenting a product/opportunity to a very important client and when I went to pull up my presentation on my computer, it had disappeared. Apparently some virus hit my computer and zapped what I had on my desktop. I had backups but not on me, so, I improvised. I played it off like that was a part of the plan all along. “Everyone shows you slides… I want to show you with my actions!” Pulling into my professional wrestling background, I put on a show of energy, excitement, and turned my presentation into some whimsical form of performance art, acting out my concept. Big hand gestures, movements, you name it — I pulled out all the stops. I was actually sweating too and not from the nerves.
But it worked and we got the client. From that day forward, I always have a backup file or plan just in case. That was exhausting! However nerve racking it was, it gave me the confidence to believe in my abilities to work off my feet and handle tough issues with some creative grace.
What do you think makes your company stand out? Can you share a story?
Brand U Sports takes our brand-first model to become an outlier in the sports marketing world. We know what brands want and we know how to meet those needs. What makes Brand U Sports stand out is that we’re the only company in the sports marketing realm that made it a mission to “play nice” with everyone by carving out a unique niche in the sports marketing world. We know our industry better than anyone and understand that the real influence lay in h If you’re an athlete, we’re here to help you get exposure but don’t “own” you any longer than the contract of the campaign. So, we give the athlete their freedom and they give us their commitment. If you’re an agent, we’re going to bring deals to you, to give your athletes’ opportunities.
Here, we’re not trying to take their clients, but rather give the agent proof to show their clients that they can bring the athlete opportunities. If we’re working with your brand, we’re the best consultants and connectors for your team, doing all the heavy lifting and working the tough corners of NCAA sports marketing they’re not used to. And if you’re a marketing firm who is hired by a brand, we’ll work with you, under you, so you keep your brand happy. We don’t ask for the attention but rather make you look good for your brand. It’s an overall win-win. We aren’t trying to be anything we’re not and take over other lines of business that don’t involve our mission — regardless of how attractive it may appear.
As a result, we have essentially created a marketing machine that works as a connector to every facet of the NCAA sports world; not stepping on anyone’s toes, playing well in others’ sandboxes, and creating long term value to athletes, agents, and other marketing firms.
We’re everyone’s best friend and they know we can deliver… because we do. Not many people can say that.
Are you working on any exciting new projects now? How do you think that will help people?
A recent project we worked on was with Dr. Scholl’s and The University of North Carolina Tar Heels football team, along with the legendary NFL football coach, Rex Ryan. We had 8 players, promoting two of their new products. The reason that has been so fun is because we’re working with the entire UNC sports team from compliance office, to coaches, to players, to the alumni who are making sure that UNC gets the attention they deserve. When it’s a full-campus, it always makes it more fun. Plus, we were able to bring an international brand, that was designed to help athletes, to a group of individuals who use it in real time to remain in top shape.
The campaign we created allowed the product to be showcase in real time, to real athletes that have a very busy schedule, which make balancing their health difficult at times. The life of a D1 athlete is challenging and although they have many cool amenities in the facilities, it’s up to each individual player to do what they can for their body. It was an eye opener for all of them and we loved how it came out!
Ok let’s now jump to the core part of our interview. In a nutshell, how would you define the difference between brand marketing (branding) and product marketing (advertising)? Can you explain?
The way I see it, brand marketing (branding) is about the entirety — culture, audience, and beliefs — of the company/persona. Product marketing rather, is an extension of the brand that is being presented to the public. For example, an entertainer or influencer is a brand unto themselves (LeBron, Nike, Vineyard Vines, etc.) but their new custom shoe is a product they’re marketing. The products will come and go, or be one of many for a brand, but the brand as a whole and entity is what is the real driver for a long standing relationship with the public. Rolex will always have the brand image of class, status, and wealth, regardless of how many products they market. This is because they have invested in curating their brand to a certain standard that has become the standard in our culture.
Can you explain to our readers why it is important to invest resources and energy into building a brand, in addition to the general marketing and advertising efforts?
It’s important to invest resources and energy into building a brand because it’s the foundation of your public structure. Without a solid brand, there is no sustainability for long term success, which includes commitment from the public. Yes, general marketing and advertising are essential, however everything comes back to how the public or consumer views the messenger of those marketing and advertising efforts. For example, you can advertise how great your clothes are and how fashionable they appear but if you find out the brand is running a sweatshop paying people pennies, and the corporate office is a disaster of a work environment, then no one will buy those fancy clothes.
Can you share 5 strategies that a company should be doing to build a trusted and believable brand? Please tell us a story or example for each.
- Don’t rely on the gimmicks. Gimmicks are good to get some hype and attention but if a gimmick gets old it becomes tacky and untrustworthy. You may get lucky for a while but eventually people will see through the holes of a brand’s shtick and you’ll lose credibility.
- Know who you are. Wanting to be a “jack of all” can be exhausting and also dilute your brand’s efforts. Being niche and dedicated to a vertical is valuable. Don’t get me wrong, there’s nothing wrong with punching out of your weight class and trying to be a greater than you are but don’t take a fight too early.
- Always be authentic. People can see through a façade easily. They may not come out and say it but the minute you’re looked at as phony or pretentious, people will start to look elsewhere. Being true to your brand’s values and core areas makes you essential for the long run.
- Don’t be a jerk. At the Baltimore Ravens games, the saying, “Don’t be a jerk!” is shown on the big screen to remind rowdy fans that the Ravens’ stadium is not a place for hooliganism. This notion is true in creating a trustworthy and believable brand. Stand up for yourself, take on an argument when you have to, but don’t be a jerk. Don’t treat people like they’re less than you or use improper humor at their expense to show your dominance. No one is ever that good that others will tolerate being rude.
- The butt you kick on the way up, is the butt you kiss on the way down. When I was training to be a professional wrestler, one of the veterans told me that saying and I will never forget it. It means, don’t step on people with your climb to the top because eventually they’ll catch up, and they will remember how you treated them. A brand is an lifestyle commitment and similar to “don’t be a jerk”, people’s memories of how you didn’t play well with others, will tarnish your brand with serious consequences.
In your opinion, what is an example of a company that has done a fantastic job building a believable and beloved brand. What specifically impresses you? What can one do to replicate that?
One of my favorite brands is Ralph Lauren (Polo) which has created a culture of class, comfort, elegance, and American heritage, that has crossed not only generations but geographics as well. Whether it’s pajamas, their legendary polo shirt, suits, dresses, accessories, even coffee at Ralph’s Coffee in New York, when you see that brand you automatically know it’s high quality and timeless class. For example, the RL polo shirts could very well be one of the most iconic fashion pieces that hasn’t changed (much) in decades. To this day, I have RL polos that are over ten years old and when I go into a RL store now that same polo is there; same look, same feel, same level of class. RL is timeless and because of that, they have remained on the top of the game for almost sixty years.
The way you can replicate the heritage and culture of Ralph Lauren is make sure that everything you do has the same messaging throughout. Whether it’s a clothing brand or a food truck, stick to your style and be consistent; your message, your photos, your tone, your color pallet in designs, etc. People will catch on — and commit — when they know something is classic.
In advertising, one generally measures success by the number of sales. How does one measure the success of a brand building campaign? Is it similar, is it different?
Measuring success isn’t always about dollars. Of course, if you’re not making money, you don’t have a business but sometimes the ROI on a campaign isn’t necessarily about the monetary return. What your ultimate goal should be is dedication and commitment from your customers. That commitment will convert into sales overtime and multiply for years to come. That customer commitment is what makes a brand legendary and superior in their marketplace.
What role does social media play in your branding efforts?
Today, without a shadow of a doubt, social media plays the most essential role in your branding efforts. Social media is the most cost effective, convenient, and timely form of branding any company can maintain. The ROI on a social media engagement is not only more valuable but it’s the safest way for trial and error. Everyone spends more time on their phones/devices than anywhere else and the social aspect of marketing is the fastest way to provide your desired conversion. With that, don’t feel like you have to master all platforms 100%; try the ones that work best for your brand and blow it out that way. Work the channels that your audience is likely to use and they’ll join in.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
If I had my choice, one movement would be to give more attention to the arts. I’ve been an artist my whole life and it’s a form of self expression that has allowed me to become who I am today. Sadly, the arts are being cut in schools and kids are being pushed away from the arts for other professions. Regardless of what medium (theater, painting, music, etc.) the arts are a way to handle anxieties, self expression, and build your confidence. Plus, there is not “wrong” in art and that allows for people to find their way, while stumbling around to gather their footing in life.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“Crazier things have happened than my dreams coming true.” If I had a nickel for every time someone told me I was going to fail or an idea was too whacky, I could outbid Elon Musk for Twitter. It’s remarkable every time someone tells me something won’t work out and it took many years for me to stop listening to that nonsense. Remember when those two goofy brothers in North Carolina wanted to build a “flying machine” made out of timber covered with fabric? How many times did they hear “You’re nuts!” When you think about all the insanely wild things people have done and then think about what you want to do and how it compares to that, it puts things in perspective. Plus, it’s always the doubters that are the first to look for a handout once you have any success.
We are blessed that very prominent leaders in business and entertainment read this column. Is there a person in the world with whom you would like to have a lunch or breakfast with? He or she might just see this, especially if we tag them. 🙂
Wow, that’s a tough one. But if I’m really going pie in the sky, and can pick anyone it would be Paul McCartney. I’m a huge Beatles fan and his influence was so immense globally (or across the universe) and generationally. But as a writer, I’m always fascinated about the story behind the art and what made someone create what they did. Although I’ve heard many of those stories in his interviews, to hear him talk in person, over lunch or breakfast, would be insane!
How can our readers follow you on social media?
Yes, @RichieFrieman on Twitter and Instagram and @BrandUSports on Instagram
Thank you so much for joining us. This was very inspirational.
Richie Frieman of Brand U Sports: Five Things You Need To Build A Trusted And Beloved Brand was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.
