The Brand Legacy of Stuart Scott

Like many sports fans, I was saddened by the news that ESPN anchor Stuart Scott succumbed to his seven-year battle with cancer on January 4 at the age of 49. Scott’s passing was marked by an outpouring of tributes and fond memories from colleagues and athletes with whom he had crossed paths in over twenty years with ESPN. Also, we were treated to replays of the unforgettable speech he gave at the ESPY Awards in the summer of 2014 when accepting the Jimmy V Award for Perseverance. Scott acknowledged his uncertain future but said "When you die, it does not mean that you lose to cancer," Scott told the audience. "You beat cancer by how you live, why you live, and in the manner in which you live." It is that belief and the reflection on the impact his career made on sports journalism that prompted me to consider what we all can learn from the life of Stuart Scott.

Scott’s Brand Legacy

The sorrow of losing a beloved figure at a rather young age is all too familiar to me (my mother died of brain cancer at the same age), but my approach has always been to focus on the contributions and impact one leaves behind and to honor that legacy rather than dwell on the loss. As I read many stories about the life and career of Stuart Scott, three observations applicable to managing one’s personal brand emerged:

1. Allow Your Authentic Self to Come Through- Stuart Scott was more than a news anchor for ESPN; he influenced how sports news was presented. His style resonated with the hip-hop generation, and signature phrases like “Boo-Yah” and “As cool as the other side of a pillow” brought flair to sports reporting. His style was different than the plain, predictable presentation of virtually every other sports broadcaster. I will admit there was a time I did not care for Scott’s style because it was different. However, I came to realize that is what made him brilliant.
2. If You Are Good, You Will Have Detractors- A lot of sports fans did not appreciate Stuart Scott’s approach to sports reporting. To them, his job should be to tell the audience about sports stories, not inject his style in the delivery. Sometimes, detractors are against you out of jealousy. Other times, they do not understand you or your work. It could be argued that if you have no detractors you are not challenging the status quo or are doing nothing to push aside old barriers or assumptions.
3. It is OK to be Vulnerable- Stuart Scott’s cancer fight was public although it did not have to be just because he was a public figure. During his ESPY Awards speech, he doted on his two daughters and how it was important to fight cancer in order to be present for them. It was revealed that Scott was so sick in the days leading up to the ESPY Awards that it was unclear if he could make the event. Yet, he ascended to the podium and delivered an inspiring message. He did not run away from his illness or mask the severity of his situation. Any brand, personal or product, will go through low points and face adversity. Rather than pretend it does not exist, you should embrace it and share the struggle.

Fight for Others

A book authored by Stuart Scott and Larry Platt coming out in March titled Every Day I Fight will reveal more about Scott’s battle. In an excerpt from the book, Scott talks about fighting to beat cancer for others who did not have the strength or spirit to fight. Although Scott ultimately lost his battle, the mindset he carried is inspirational. You have gifts that allow you to add value to others and create impact. It is your way to be able to “fight for others” like Stuart Scott. Thank you, Mr. Scott, for the value you created from which we can benefit.