Ahmazzing Phrase Born as NBA Lakers Fan Finds Slogan for Team's Season

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Nash’s move to Lakers sparks Ahmazzing fan excitement after ESPN Radio interview spurs big idea.

So for $10.13, which includes the tax, I bought the domain name www.Ahmazzing.com

The morning after July Fourth, many people in the Baltimore/DC area were still recovering from area hot weather and holiday events, but marketing pro and web entrepreneur Jon Parks was starting a new online venture. He did it by turning on the radio. When he did, Parks heard an interview regarding two-time National Basketball Association MVP Steve Nash joining the Lakers. Metta World Peace of the Lakers, formerly named Ron Artest, quipped that the team “…will be A-H-M-A-Z-Z-I-N-G,” when they play at their best.

While fans were discussing the surprise announcement that Nash was going to the Lakers, Parks was thinking cyber biz. “It was a great phrase. So, I went back to my office and I thought ‘Yeah, it’s pretty cool … obviously somebody’s working with that phrase.’ And low and behold, I noticed that there wasn’t a website up, and that no one owned the URL. So for $10.13, which includes the tax, I bought the domain name Ahmazzing.com” he says.

Parks plans to us the website to market the catchphrase and to create merchandise around the slogan – such as T-shirts and other fan gear. He’s registered a few “Ahmazzing” trademarks and has a contest going for a logo design, plus he’s networking with potential business partners. Parks believes that you must move quickly to build marketing buzz in a twenty-four-hour-news-cycle-world. Parks said “my job is to spark the LA Laker fans excitement about Nash being on the team, and the Ahmazzing theme for the season. My number one goal is to get some raving Lakers fans on my side. I need their help!”

Parks’ passion is indicative of the speed at which the online and business worlds spin today. Business mavericks and celebrities, including athletes, are turning hip catchphrases and slogans into benjamins, as well as netting attention through distinctive websites and mainstream marketing tactics.

The list of sports slogans that turned into famous trademarked phrases is the stuff of legend. One example is “Three-peat,” trademarked by then Laker Coach Pat Riley when his team of players was competing for it’s third NBA championship together. More recently trademark profits and some disputes have involved the catchphrase “Linsanity,” a term highlighting the rising profile of New York Knicks Guard Jeremy Lin. “Tebowing,” (NFL Quarterback Tim Tebow) is another trademark sports phrase that has drawn wide attention Non-sport catchphrases aren’t immune to the trademark bug; business maven Kimora Lee Simmons’ “fabulosity,” and even badboy Charlie Sheen’s trademark application for “Duh, Winning” and “Tiger Blood” have made news around the globe.

Parks, who has worked in advertising and marketing for 21 years, is founder and CEO of Metric Advertising (http://www.MetricAdv.com), a Hunt Valley, Md.-based online marketing consultancy. After leaving a 40-person advertising agency specializing in the furniture industry that he helped start, Parks launched the new company this year. He selected the name Metric Advertising because the domain name was available, and it conveys his business philosophy that marketing and advertising must be measurable, and provide an ROI (return on investment) for the advertiser. Metric’s tagline is, “Using Metrics and Marketing To Make You Money.”

Parks’ role, as he sees it, is to help companies find the right website names (URLs) and trademark catchphrases that will best serve their businesses. “There’s nothing more important that your name and business slogan,” Parks says. “Why do you think we spend so much time discussing baby names? In the same way, finding a great URL is harder now than it was in the 1990s, but that’s the fun of it. It can be done, it just takes a little experience, thought, and most importantly a business plan that will execute on the domain name’s promise,” Parks adds.

Parks became excited about the potential of online marketing when he began helping his sister, Liz Caplan, with her business as a real estate agent in Pittsburgh. Together they ultimately catapulted http://www.PittsburghHomeSite.com into the area’s leading Realtor® owned website.

Parks says marketing in the .com era is akin to the wild west days of advertising, along the lines of “Mad Men,” when anything was possible and the only restrictions were the marketers’ creativity and passion.

Whether Ahmazzing catches on with Laker fans or not, Parks points out that the slogan “Ahmazzing” could be used in many industries outside of sports – for example, for consumer products, travel-related services, and many others. “I think it’s a good handle – and it has some street cred and buzz – and I think that it will work on many levels,” says Parks.

And even though Parks lives 3000 miles away from the Lakers’ home the Staples Center, he’s looking forward to the team winning the ring this year since he’s been a longtime Laker fan. “Laker Nation is a pretty big country from sea to shining sea. And having the chance to contribute to that in a tiny way and cheer them on is just great,” he adds.

Parks is a native of Baltimore and has a Master of Arts degree from Rutgers University. He is married and has three children and a sheshan dog named Max.

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Jon Parks

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