Tweet

Lesson #4: A Solid Reputation is Worth Its Weight in Gold

Article Overview: When White inherited the UFC, he says the stigma that came along with it was almost unbearable. People would hear the words ‘ultimate fighting’ and immediately have a negative image in their minds. It was not until at least two or three years later, after a serious repositioning of the entire company and a change of brand strategy, that the UFC was able to make some headway.

Lesson #4: A Solid Reputation is Worth Its Weight in Gold

When White inherited the UFC, he says the stigma that came along with it was almost unbearable. People would hear the words ‘ultimate fighting’ and immediately have a negative image in their minds. It was not until at least two or three years later, after a serious repositioning of the entire company and a change of brand strategy, that the UFC was able to make some headway.

What White knew he had to do was rebuild the sport’s image as a legitimate one in the eyes of both its fans and its critics. Even U.S. Senator John McCain had launched a campaign against White’s form of mixed martial arts. With such large powers that be on his case, White began to reorient his vision. He realized that he needed to portray UFC events as safe ones, ones that were more about the sport than the spectacle.

During one heavyweight boxing match between Lennox Lewis and Vitali Klitchko, the fighting proved so brutal that Klitchko’s face was cut wide open on its entire left side. But, what made the attack all the more brutal was that the fight was allowed to carry on for several more rounds before it was stopped.

White compares that boxing match to a UFC fight between Vitor Belfort and Marvin Eastman. When the latter received a large gash to his forehead, UFC officials stopped the fight immediately. The injury was not nearly as severe as Klitchko’s, but White had begun to impose far stricter rules with regards to injuries and ensuring the safety of his fighters. He had also become sanctioned by state athletic commissions.

“UFC is also safer than boxing because of the tap-out rule,” says White. “In UFC, a fighter can tap out if he’s in a dangerous position or believes he’s going to be seriously injured.” It was all part of White’s plan to boost the positive image of the sport as a whole in order to attract more attention and bring it some legitimacy.

Despite being what White calls “the most hard-core, full-contact event in the world,” UFC has never claimed a death, nor imposed any life-threatening injuries. He has instead spoken out about the violent nature of other such sports as the NFL, one which is readily accepted as a part of American culture. “What’s more violent than the NFL?” he asks. “Guys who are 265 pounds and run like track stars running directly into each other.” So, too, does White point to horseback riding as a contact sport where “anything could happen.”

White recognized that unless he was able to take away the stigma surround his product, it would never be accepted in mainstream America. By realigning his company and repositioning his brand image, White was able to turn what was once an underground sport into a mainstream phenomenon.

“Obviously, that was the platform that got us where we are in the United States,” he says. “Basically what we were able to do is get this show that wasn't even allowed on pay-per-view a couple of years before on free TV. And, you know, it showed the sport wasn't the evil [human] cockfighting that everybody thought it was.”

Related Articles
  Hierarchy of Reputation
  Golden Income Opportunities in Retirement
  Investing in Gold
  Gold Rises. Recovery In Sight? Really?
  My 2012 Gold Forecast

Article Tags: boxing match, brand strategy, case white, dangerous position, entire company, full contact, john mccain, lennox lewis, marvin eastman, mixed martial arts, negative image, positive image, repositioning, senator john mccain, tap out, ufc events, ufc fight, ultimate fighting, vitali klitchko, vitor belfort



Related Forum Posts
Picking a corporate lawyer - Hi Everyone, I was just curious to know what's the most important criteria a small business owner should look at when choosing a corporate lawyer? -Cost/hr? -Location? -Reputation/Referral? -Experience? -Personality? How did you pick your lawyer? And what's a fair price to pay per hour? Thanks
Re: Managing Your Brand - Yes that is why Reputation Management came into existence. When people search your business they shouldn't get anything that can harm your business image. It is better to keep a good image over each channel people are using.
Congratulations - Hi Shri, Congratulations to your win. Next time you will go for the 'Gold Medal'. This does not happen everyday. All the hard work is paying you off. We wish you well for future projects you have in mind. Be encouraged! Kindest Regards Beat "Unlock People's Potentials!"
Starting New Business Venture would like some tips - Hello I am new to this website and just want to say its awesome!! currently I am involved in a new business venture, I am new to the business world and I would like some extra help on this subject. Our company specializes in Custom Gold Foil Printed Ribbon, and Personalized Products (Napkins, Buttons Etc). so if anyone has any ideas of where to go, who to contact, or even if your looking for these types of products yourself, let me know and any tips to help me out it would be greatly appreciated.
Dan Kennedy Marketing Methods - We haven't sent out the physical letter yet as the person owning the list wanted to make modifications to the letter that we knew would work well but the List owner had a point - it didn't reflect her personality so her clients would know it didn't come from her. Lesson learned for me. We're back to the drawing board with the list owner more involved in the development of the letter and emails. I should have known better being a Business Analyst in my day job that you never leave the end-user out. So Evan we haven't had the opportunity to test any of it yet but it's been a fun process for me to stand back and look at.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Tips to Take Control of Credit Card Debt

10 Steps to Excelling at Franchise Sales

Why Use an Advertising Agency

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.