Jimmy Johnson: The Modern Day John Madden

When I think of Jimmy Johnson I think of the charismatic, egotistical coach led the Miami Hurricanes to a national championship and the Dallas Cowboys to back to back Super Bowls in the early 90's. In recent years Jimmy Johnson has re-invented himself into the 2011 version of John Madden. Jimmy pitches everything from natural male enhancements to dandruff shampoos to appearances on the reality show Survivor. What's behind the transformation? Just like Madden before him Jimmy Johnson has mastered the art of parlaying Super Bowl rings into endorsement riches. No longer is the hall of fame coach viewed as an X's and O's guy, but rather a personality the public feels comfortable with. Companies pushing their product understand the importance of branding and the association with a persona synonymous with winning. That is a perception Jimmy Johnson embodies and corporate America is reaping the benefits. Football is a business and if you're lucky you can continue to be viable and profitable long after your playing and coaching days are over. Typically sports fans relate to the athletes more than coaches, but there are rare exceptions. Jimmy Johnson has the unique ability to attract a wide ranging demographic that transcends the game of football. Before long there will be a generation of consumers that won't remember Jimmy Johnson as the architect of talented, arrogant, dominant football teams just the guy with the honest face that tells it like it is. It's been over 15 years since he parted ways with the Dallas Cowboys and Jimmy Johnson has evolved into a persuasive and effective spokesman. The Super Bowl rings give him credibility and his personality gives him a marketing presence. Pretty soon we'll be asking ourselves who has the skills to be the next Jimmy Johnson. His name is Jon Gruden by the way.