Underwear Sells!

Just read an article about the richest sports personalities and the money they are raking in. Tiger Woods, quite naturally, tops the list at US$128 million last year. Guess many will not grudge that as golf is an extremely difficult game to master and Woods has already stamped his mark on the golfing scene despite being in his youthful 30s.

But what about David Beckham?

He tops the list for non Americans at about US$50 million. What gives?

I'm not in anyway inferring that soccer, a game which Beckham earns his keeps from, is a lesser sport than golf. In fact, it's the sport with the largest following in the world. However, David is not exactly a legend in terms of soccer skills, not when you compare the prowess demonstrated by Woods who is already a golfing legend by all accounts.

So what is it about David Beckham?

He's a brand. And a carefully crafted one at that.

He's got the looks and he's always presented in the best possible light - sometimes in underwear, not indecent at all, sometimes with milk and sometimes with soft drinks. He's associated with Pepsi, Gillette. He has an image, and that image sells. His brand value is estimated to be almost worth US$400 million. Now, that's an obscene amount.

What am I getting at?

In this day and age, it's all about image. Get the right image and present that in the right marketing vehicles, and you'll be rolling in cash.

Whatever your station in life, take a look at the image you're projecting. If you exude certain qualities, capitalise on it. If it's commercially viable, better still. Not in a David Beckham manner, but in ways that enhances your persona and how people perceive you. It applies to whatever circumstance you're in, be it as an employee or as an entrepreneur (remember Richard Branson?).

It's all about perception, and the right perception sells. David Beckham is living proof.