The Battle for Time - Week of May 29

June 6, 2016 Ophelie Zalcmanis-Lai, Content Editor

This past week, the world lost a legend: Muhammad Ali. 

Heavyweight champion, icon, father, Ali passed away on Friday at the age of 74. He led a full life and one that influenced many, even to this day. 

This is what captured our minutes this week. 

Here's why: 

1. He left an enduring legacy: his lasting brand. It's also a brand that's recognized around the world. 

Whether you want to label the things Ali said as controversial or bold, he made an impact. His signature was his spirited confidence. 

The "Rumble in the Jungle" fighter had no qualms about saying "I am the greatest." We won't argue - his career record was 56-5.

Best of all, he never wavered. He knew what it meant to have an authentic and consistent persona. People everywhere knew of and were inspired by his “float like a butterfly, sting like a bee” motto.

Muhammad Ali was always (and unapologetically so) Muhammad Ali. 

2. He was featured in some of the most memorable and classic ads, even to this day.

His outspoken and charismatic ways lead to Ali having a long-running involvement in a variety of advertisements.

He gave us a punchy reminder to think differently with Apple

And ran his way into our memories, reminding us that “Impossible is Nothing” with Adidas.

Some would say he even set the stage for modern day sports endorsements and athletes. At the time he was featured in these ads, he was in some of the first national ads to feature an African-American athlete. Ali played a huge role in changing the world's perception of who could and couldn't be in front of a camera and on a TV screen.  

3. He stood for something and had a brand belief so strong that he changed his name to reflect his values. 

How many brands today would do that? When Ali converted to Islam, he changed his "slave name" Cassius Clay and become Muhammad Ali. He stood for something that he backed up with actions.

He lived his life according to the principles he believed in and didn’t have to think twice about it.

Ali’s stance on the Vietnam War showed that.

He may have been stripped of his title and convicted of draft evasion, but that didn't stop him.

It was his unwavering persona, advertising savvy and bold brand belief that made Muhammad Ali this week’s winner for the Battle for Time.

We offer our condolences and respect to his family during this time. 

At the end of the day, people engage with content by lending their minutes. Content is successful when its battery is fully charged with attention.

What will win this week?


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The Battle for Time - Week of May 29.