Michael Jordan: brand genius.

On Thanksgiving Day, basketball superstar Michael Jordan announced he was retiring from the NBA for the third time. This time, he says, it's final. Given the fact that he'll turn 40 years old in February, this will very likely be his last "hurrah" on the basketball court.

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But I contend that this wasn't a news story or a sports story. This was a stroke of brand genius by a shrewd brand marketer.

Jordan knew he was going to retire at the end of this season. He could have called a news conference on any day to announce this. But he didn't.

Instead, he told a couple of local reporters about his retirement plans after a practice session. This created an instant "buzz" and big news on a "slow news" day.

His announcement wasn't an off-the-cuff remark. It was a calculated plan, and here's why:

Millions of shoppers go to the malls the day after Thanksgiving to do their Christmas and holiday shopping. Michael Jordan may have been top of mind for some of them, which may have prompted these consumers to buy a Jordan-endorsed product or two--a basketball jersey, athletic shoes, sporting goods, eyewear, etc.

Over the years, Jordan has pitched numerous brands. These include Nike, Gatorade, Rayovac, Hanes, Wheaties, McDonald's, Ball Park, Oakley, AMF Bowling, MCI, Wilson and his own brand of cologne.

With his "bombshell," Jordan created tremendous brand awareness for himself and his endorsed products.

What are you doing to create awareness and a buzz around your brands?

Part of Michael Jordan's brand image is his clothing, which signals style, professionalism and success. He takes great care to always present himself this way.

What does your package dress say about your brand? And does it complement your other marketing elements? Jordan's timing was superb.

How, when and where are you kicking off your promotions to make the greatest impact?