The Sporting Goods | How to fix Jay Cutler's image
The Jay Cutler Brand is in crisis. Although he’s at the helm of the winning Chicago Bears, Cutler holds the dubious distinction of being the second-most-disliked player in the NFL, according to a recent poll by Nielsen and E-Poll Market Research. ESPN pundits deride him for the smallest infractions, and social media users roast him online.
This negativity is hurting Brand Cutler, and several PR professionals say it could affect his earning potential—and his legacy. “Athletes are brands, much more so than in the past,” says Gregory Lee Hendricks, an executive at Chicago sports and entertainment marketing firm Matter. He says Cutler needs to define his brand and manage it accordingly. But there’s a problem, Hendricks says: “I don’t know what Jay’s brand is.”
For more of this story and other Chicago sports essays, visit chicagosidesports.com.