Interviews & Articles
Millsport's senior sports business executives are available for interviews, commentary, and analysis on a number of sports marketing and sponsorship topics. To arrange an interview, please contact Chris Anderson at (214) 259-3290.
Brett Favre's image takes a hit
Aug 15, 2008
Favre image took a hit nationally
By Don Walker | Milwaukee Journal Sentinel
The Davie-Brown Index (DBI) is an index for brand marketers and agencies that determines a celebrity's ability to influence consumer interest in a product.
According to the most recent edition of the DBI, Brett Favre's appeal dropped nine points among U.S. consumers between May 5 and August 13. His "trust" rating also declined, falling nearly eight points.
There is some good news. In May, 70% of U.S. consumers recognized Favre's name or face, according to the DBI. Three months later, thanks to the buzz surrounding Favre's dispute with the Green Bay Packers, more than 80% of Americans knew of Favre.
"What transpired in Green Bay over the last 30 to 45 days has had a significant negative impact on Brett's reputation," said Jeff Chown, president of Davie Brown Talent, a Los Angeles agency that identifies potential celebrity endorsers for major brands. "It's taken a toll on his image, the data supports that."
Favre's scores also declined 3-4 points in "aspiration," "endorsement," and "breakthrough." However, his rating as a "trendsetter" increased slightly while his "influence" score remained steady.
When he retired in March after 17 seasons in the NFL, Favre ranked as one of the highest-rated athletes in the DBI.
