Everyone apparently hates him, yet millions absolutely love him.

He is openly mocked, yet his jersey is the fastest-selling thread in football.

Love him or hate him, you can’t help but hear about him everywhere you go.

Tim Tebow is the Nickelback of football.

Tebow’s track record of leading his Denver Broncos to miraculous comeback victories has turned his last name into a verb. The Urban Dictionary defines “Tebow” as “being awful at something for a majority of the time that you are doing it and then somehow pulling yourself together in the last moments to secure victory.”

When your name becomes a verb, you are a brand.  Think about that while you “FedEx” a package, play “Frisbee”, enjoy a “Jacuzzi”, or “TiVo” your favorite show.

You gain that kind of brand-as-verb status by representing something very distinct and powerful. You don’t get there by trying to be everything to everyone. You accept that in order to gain that kind of notoriety, you’ll piss a few people off along the way… some people won’t like you.

Tim Tebow is very public about his Christian beliefs. Those beliefs, along with his post-scoring one-knee prayer celebration, have polarized sports fans into two camps -  love Tim Tebow or hate Tim Tebow. There isn’t any room in the middle.

You don’t have to love him to see how he has used his beliefs, his rituals, and his high-profile come-from-behind wins to build himself into a brand.

Personally I’m not a fan of Tebow’s habit of overtly displaying his faith in his sport. I think it’s tacky. But I would be crazy to think I couldn’t learn a thing or two about branding from him.

Jon Bon Jovi has always understood the power of marketing.  He’s developed a reputation as a shrewd businessman who takes a hands on role in how his music is marketed. He has always maintained control over his brand.  He owns an arena football team.  He’s been courted by the Kraft family to become a part owner in the NFL.  He is a philanthropist, giving generously to many charities.  He has been politically active, working hard to make a difference.

This month, Jon is taking a new and innovative step becoming the first “Artist in Residence” at NBC.  He will appear each Wednesday on “The Today Show” to not only play songs from his band’s new album, but also to discuss his life on and off the stage.  Expect a very personal look at Bon Jovi.  To promote his appearance, NBC will use not only the main NBC network, but also the many media channels of NBC Universal to promote “Bon Jovi Month”.  You’ll even see Jon Bon Jovi as a guest on a political town hall in December hosted by Tom Brokaw.

You won’t be able to avoid Bon Jovi this month!  That will undoubtedly pay off for the band.

The old rules don’t apply anymore.  Rock star brands today:

* Explore fresh partnerships that provide mutual benefit.

* Are willing to share more than just their music, and get up-close-and-personal.

* Understand that in 2009 and beyond you need to do something different in order to get noticed.

Jon Bon Jovi should know! After all, he’s been playing “You Give Love A Bad Name” for 25 years and manages to stay relevant and keep his act fresh.

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