The brand identity of the Mexican player was created with the same quality as that of the NBA team
Former player of Chivas It has catapulted to unsuspected heights on the market, the company that represents it has even managed to take advantage of the criticism of its fans.
Norma Palafox She recently announced her personal brand, positioning her last name even higher than she already was, and set a precedent in Mexican sports, especially for women. Similarly, the management of its image has generated a link between Sonoran, new York and the basketball team, Houston Rockets.
Momentary, Norma Palafox takes football breaks for his participation in Exatlon in the United States and thus continues to take advantage of his status as a
Guillermo Zamarripa, partner of “The Marketing Jersey”, an agency that manages Norma Palafox, approved in an interview with ESPN Digital all doubts about the new plans and the entrepreneurial spirit of Sonoran.
How is Norma Palafox’s personal brand problem going?
“Well, right now it’s in a trademark registration project in Mexico. It is a brand that was designed with a studio in New York, a boutique with many years of experience that has generated very strong identities in the sports industry, such as the logo Houston Rockets NBA, New York City MLS […] at that level of quality, Norma Palafox extended its identity ”.
“Why was it done with that level of detail? Because we believe that Norma lives up to that level of structure.
How do you take into account the fact that in football, where Norma Palafox became famous, she does not shine with goals at the moment and has criticism on social networks?
“Look, the truth is not something that worries us; I think it’s a problem that we try to work with the players in the sense that it’s impossible for everyone to like it. It is a reality that while I am talking about you, it is something sought after. Too bad they didn’t talk about one; more for a brand growth issue, it is necessary for people to give their opinion and not all comments will be positive. “
“So it’s a matter of simple pressure management and, in the case of Norma, that connection with its content-generating facet, that criticism that if it doesn’t shine in football, it will always exist, it will be latent. It’s something that Norma has learned to deal with every day and she also does it very well. “
In the end, all of this pays you dividends in marketing, doesn’t it?
“If we go to the statistics, in the middle of last year, Norma was at 4.1 million followers; Right now it’s 5.98. So, in just under a year, it had almost 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 on these priorities, both in sports and personally, we develop a strategy. Obviously, Norma has a facility to generate incredible content; So, of course, a lot of what the agency does is generate strategies so that it continues to connect with its fans. Norma connects with her fans in a totally natural way and, well, we create the kind of opportunities for her audience to continue to grow. “
“At that time, she took care of being a business woman and instead of waiting for us and having her as a dream, we set ourselves the task of looking for an opportunity and a few months later we were able to close something with Miguel Layún for Norma to be a partner Cafe 19 (project in which they also participate Iker boxes, Hector Herrera Yes Diego Lainez). Our task as an agency is to find opportunities so that, while they are athletes, they can capitalize on their platform and that, let’s say, is what Norma does differently. He has no regrets, let’s say, or he will not ask the clubs’ permission to generate his life “.
Why do you think everything he does works for him?
“The norm is very aware that it is one thing to be a footballer, it is another to be a business woman, it is another to be a content generator and it is another to be someone who is looking for ambitious and proactive projects that, above all , generates resources … If I had to summarize this problem, Norma definitely marks a before and after, because there are other players who belong to the agency, who do great; case of Janelly Farías, that what he does outside the context of football is incredible ”.
How did they make Pachuca accept to hire her and let her go to a reality show?
“It is a unique case in this sense, we innovate. Pachuca understood the situation very well; hence Norma Palafox’s courage on and off the field. The club that does not want to see him is a club that does not take advantage of him; simple as hello. Pachuca He understood it, he understood it and the truth was that it was a good negotiation of the agency […] they understand that when Norma returns, the impact on and off the field will be there. “
When should you apply to the Pachuca Club?
“It is unknown at this time what he will do after leaving the post. But he has to report in the pre-season of the next tournament, I can confirm that. The norm will be in Pachuca for at least a year, and the intention is not to leave the team for the whole year ”.
Palafox does not retire from football
Do you think that Norma has the preoccupation to go on marketing issues in order to retire from football for good?
“The truth is to retire, no; that decision is not there and will not be. I’ve seen Norma play football for many years. It’s something you’re passionate about, it’s something you want to keep doing. When he decides to return to Exatlón, we announce his signing with Pachuca, because for her it was important to send the message that she is not withdrawing from the courts ”.
“Unfortunately, in the context of women’s football, sometimes players like it Norma Palafox He has to make difficult decisions, such as entering a sports reality show in order to generate and have sufficient resources, and then continue to bet on women’s football. This is a reality. These types of opportunities generate more resources than playing football, but Norma’s intention is not to retire. but, at the same time, it will continue to participate, to be activated and its brand will continue to grow outside the context of the field ”.