Jarryd Hayne has been making headlines after being picked in the
San Francisco 49ers' NFL squad. His journey is inspiring not
only to athletics but also to any brand owner. Here are five
lessons we can all learn from Hayne's success:
Early brand protection
Before he was recruited to the 49ers, Jarryd Hayne applied to
register his name as a trade mark. Early trade mark protection
gives him control over all future use of his name as well as all
future profit from using his name. It will also help him stop other
traders from using his name and capitalising on his success.
It's now predicted that Hayne will make millions from brand
The owner of Ultimate Sports Memorabilia recently sought to jump
on the Hayne Plane and sell a pair of signed, framed jersey pieces
which were offered up for $1699 each. The owner didn't seek
approval and Hayne contacted him personally about the items he was
selling – the jerseys were quickly removed from sale.
Lesson: Early protection is vital in the
development of any brand. The initial investment in brand
protection could reap enough financial benefits if your brand
becomes a success. It also minimises the risk of brand hijacking
and enables the true owner to stop any unauthorised use of the
As Hayne's career evolved from a NRL player to a NFL player,
so did his brand protection strategy. His NRL nickname "The
Hayne Plane" has evolved to "The Hayne Plane 38."
His trade mark portfolio includes both nicknames.
Lesson: Your trade mark protection needs to be
current and needs to align with the growth and evolution of your
brand and business.
Hayne sought to protect his name across a broad and diverse
range of goods and services including backpacks, umbrellas,
clothing for men, women, children and infants, games, sporting
products and accessories.
Lesson: When preparing a trade mark application
it is important to include not only your current product offerings
but also your future product offerings.
Effective use of social media
Hayne's journey was played out on social media. On 5
September 2015 at 12.48pm – Hayne posted on his Facebook
page: I'll know my future in 13 minute. First time I'm
a little nerves
On the same day at 1.22pm – he posted: IT ALWAYS WORKS
OUT! I thank GOD for WHAT HE has done and going to do on this
incredible journey!! I'm on the 53 MAN ROSTER FOR THE
In response to Ultimate Sport's unauthorised sale of
merchandise, Hayne posted the following Facebook post: This is
not legit. I Havnt signed or agreed to any memorabilia. If you have
payed id be asking for a refund
Lesson: Hayne effectively used social media to
deliver his message and build on his existing brand loyalty. He
delivered his own message his way and his posts made his journey
more personal and took people with him. In addition, his post
warning fans about unauthorised merchandise is an effective way to
respond to infringement - loyal fans would appreciate his warning
and avoid purchasing the unauthorised merchandise.
Social Media Monitoring
Jarryd Hayne has been quick to identify and shame any social
media impersonators. On 6 September he posted on the Jarryd Hayne
Fanpage on facebook: This isn't my fan page nor did I give
permission for anybody to use my image or number. These are rip
offs n people trying to earn money off my hard work.
Lesson: Vigilant monitoring of your brand on
social media is critical. Don't allow unauthorised people to
communicate under the umbrella of your brand. If you do discover
unauthorised page, take immediate action.
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