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Building a Notorious Brand



Tomorrow night, one of the biggest fights in Ultimate Fighting Championship (UFC) history, involving Conor McGregor will take place in the MGM Grand, Las Vegas.

The UFC is the premier organisation of Mixed Martial Arts (MMA) which is the fastest growing sport in the world.

We think this points to a growing insight – that people desire more visceral forms of entertainment.

Conor McGregor is an Irish UFC fighter. He’s spectacularly risen from unknown to featherweight title contender in just two years, turning many heads on the way.

At jump! we’re big McGregor fans and feel that he perfectly embodies our philosophy of ‘purposeful innovation’ as well as our core values of courage, creativity and collaboration.

We also like how he’s a bit of a bad ass…we feel sometimes it’s good to SIN

So, here are three brand lessons inspired by Conor McGregor:


Lesson 1 – Be Notorious

The most interesting fighters, like brands, fearlessly speak their mind.  

Be deliberately divisive – don’t be to everyone’s taste.

Embrace confrontation and call out brands on performance, if standards aren’t being met.

 “I’m not here to make friends, I’m here to obliterate the division”.


Lesson 2 – Be Ingenious

The best fighters and the best brands outsmart and outthink their opponents.

Become ‘masters of movement’ – Be able to adjust, adapt and evolve quicker than your competitors. Agility is king.

Look outside your industry to discover ways to advance your brand.

“They don’t think like I think, they don’t move like I move, they don’t talk like I talk”.


Lesson 3 – Be Victorious

The most unstoppable fighters, like brands, possess an iron will to win.

Have laser-like focus and relentlessly work hard. People admire graft.

Foster a ferocious winning mentality.

Use each triumph as a springboard to greater success – always aim for the next level.

“Failure is not an option for me. All I envision is success”.


Be Notorious, Be Ingenious, Be Victorious – three jump! lessons for helping your brand to become more McGregor.




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