July 27, 2009

IF BEING LAZY IS GENERALLY A BAD WAY TO APPEAL TO AMERICANS...:

Why do so many Brits fail in America?: After clashes with his US fans, is the US odyssey of David Beckham bound to end in jeers? (Luke Leitch, 7/28/09, Times of London)

David Beckham planned to crack America. Two years after his triumphal arrival in Los Angeles, however, the suspicion is that it might be America that’s cracking him. In little more than a week England’s most famous sportsman has twice succumbed to angry confrontation with a small, but extremely vocal, group of Galaxy fans, aggrieved that the man who signed a £128 million, five-year contract to play football for them has been playing — with obvious and offensive relish — for AC Milan too.

Simon Middleton, a brand strategy expert says: “David Beckham getting booed by the LA supporters is about not understanding the American psyche. One of the things Americans value hugely is authenticity and commitment. I think what they saw in his return is that he is not absolutely committed and they are suspicious of him.”


...being lazy at a really easy job is a particularly bad idea.

Posted by Orrin Judd at July 27, 2009 1:51 PM
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