What Every Pro Athlete Can Learn from Lady Gaga: The Importance of Secondary Branding

By Amie Peele Carter   Branding. Say the word and some athletes embrace it, while others roll their eyes or shy away. Like it or not, however, fans perceive and interact with professional athletes through their experience of the athlete's brand. Therefore, there is perhaps no more important property for the athlete to pay attention to and nurture than his or her brand. But what about talent? Talent is, of course, core to an athlete's image. While there must be some level of talent or appeal