Derek Jeter: The Movement and The Brand

There was only one name in baseball this year, and that name was Derek Jeter.

The Captain of the New York Yankees announced in last year’s offseason that he was officially retiring from baseball. Ever since his announcement, the media has been blowing him up, discussing his history, grand moments as a Yankee and personal life. There have been commercials, such as the Jordan “Hat Tip” commercial reveled during the All Star Game and the Gatorade commercial revealed earlier this week.

http://www.youtube.com/watch?v=X03_bNuihLU&w=560&h=315

http://www.youtube.com/watch?v=xfgS1lvqX8I&w=560&h=315

Jeter has always desired — and has possessed — strong control over his personal brand and public identity. He keeps his personal life very private and despite being baseball’s biggest star for the past 20 years has been able to stay his reserved, confident and blissful self. Ever since he stepped onto the field of old Yankee Stadium, he has been working to build his brand, without him even realizing it.

Jeter’s brand is just that — his own personal brand. He didn’t need to bring in a marketing team or a large group of PR professionals — from the ripe age of 21, he was developing his image just by being himself. He’s confident, he’s focused, he’s strict, he’s rigorous, he’s attentive. He’s everything that professionals should aspire to be in their careers. He has moved children to dream big and work hard and adults to work even harder.

As written in New York Magazine, Jeter is not a fan of crowds. They make him nervous. Yet when given the situation, he has the ability to move people. He has given New Yorkers from Manhattan to the Bronx something to cheer about. Sinatra gave New York a voice. Jeter gave New York an identity.

The Jeter movement isn’t a specified time scale of events or occurrences. Winning five World Series’ has definitely pushed the movement, but Jeter’s legacy started with his career 20 years ago and will continue long past his final game this week. He will be leaving a new tune to the city, humming “My Way” and making Frank Sinatra and his family proud. Little kids will tell their parents that they want to “play like Jeter” or “be like Jeter.”

The true power of movements is that they spread and grow. People won’t remember what Jeter hit during his various years but they will remember the number 2, the pinstripes, the hat tip, the World Series rings and the man who changed the game.

Personally, I aspire to be like Jeter. He possesses the qualities that I believe any hopeful young person should have — confidence, integrity, ambition, strong work ethic, endurance and passion. He knows who he is and he’s not going to change for anyone’s benefit but his own.

I define myself as being a part of the Jeter generation. I will turn 20 in a few weeks and I was 6,7,8 years old during his prime. That’s the age when your parents first start taking you to baseball games, when you first develop a passion and an interest for America’s sport. I may not have known the Reds’ starting roster but I did know the name Derek Jeter. My father would always watch the playoffs with me, and despite his hatred for the Yankees, he would always rave about how much respect he had for Jeter. He may not be liked, but he is respected, and I believe that is what makes Jeter, Jeter.

Today Jeter works with a remarkable PR team who helps him in further developing what he began 20 years ago. The commercials, the articles, the pictures, the hashtags (#RE2PECT) have all added to the crisp and clean New York image of the Captain. But it was the initial following, the groundbreaking plays and simply the person he is that allowed Jeter to become one of the most respected and discussed baseball and media figures of 2014.

Anyone can develop a brand and a following. But I believe that Jeter serves as a constant reminder that your biggest tool for respect and brand development is to be and stay true to yourself.

I will be proudly wearing my Yankees hat this week. And on the final game of his career, I will stand, shed a tear and tip my hat, for the post-Jeter movement has begun.

-Emily