The document discusses how to build loss-proof brands for sporting franchises. It analyzes how the Dallas Cowboys and Green Bay Packers have established strong emotional bonds with fans despite performance fluctuations. These teams are uniquely relevant to their markets through synthesizing franchise history, market ethos, and performance-agnostic aspirations. New franchises can learn from articulating a clear brand identity reflecting these factors to drive long-term popularity.
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Building And Leveraging A Loss Proof Brand
1. Building And Leveraging
A Loss-Proof Brand
For Sporting Franchises."
Sport Marketing Association "
6th Annual Conference !
Gold Coast, Australia!
July 17, 2008!
11. Brands Can Transcend Utility And
Become Nations. "
NATION "
ASPIRATION"
ESTEEM"
Utility
UTILITY"
12. Brands Can Transcend Utility And
Become Nations. "
NATION "
ASPIRATION"
ESTEEM"
Utility
UTILITY"
13. Apart from the
spiritual powers,
there is nothing more
powerful than the
spirit of nationality.
- George William Russell!
14. What Is A Nation Brand?"
A nation is a cultural and
social community in as
much as members may
never meet each other,
yet feel a common bond.!
! !!
Nations are de鍖ned by a
shared culture. Unlike a
language, a national
culture is !unique to the
nation.!
Source: Definition of Nation, Wikipedia.
15. Nation Brands Are Unique -- They Embody A
Set Of Values And An Unreplicable Ethos.!
19. So. Are Sporting Teams Really
Brands?
And Are Any Of Them Nations?
20. Theres A Lot of Evidence They Are..."
Thank You
Steeler Nation."
- Mike Tomlin, !
Head Coach, Pittsburgh
Steelers. !
Super Bowl XLIII. !
21. Many Shared Attributes Support The Fact."
≒ Satellite TV and the Internet
have made teams bankable
brand names in ways they
could only have imagined a
generation ago.!
≒ Many teams today enjoy the
same name recognition as
conventional brands.!
≒ Various channels of distribution
today have largely rendered a
teams geography irrelevant. !
22. In Fact, The Similarities Are Myriad. "
Like conventional brands, they!
≒ Employ large numbers of people.
(Players/ coaches/ management).!
≒ Need to remain pro鍖table and 鍖nancially
viable in their location.!
則р Rival cities or wealthy benefactors often seek to
lure sporting franchises away from their home
markets with the promise of new facilities and
better government/ public support.!
≒ Seek to appeal to and satisfy a number
of different stakeholders (sponsors,
home cities, fans, players, management,
talent).!
! ! !!
23. Is There Really Any Difference
Between A Corporations
Conventional Brand And A
Sporting Teams?"
The Differences Are Subtle But "
Critical Ones."
24. There Are Two"
UNPREDICTABILITY"
!Unlike corporations with rigid
鍖nancial performance metrics, it
is almost impossible to forecast
how a team will perform on the
鍖eld. !
! !- This is a vital statistic as it
!greatly in鍖uences all other
!success measures.!
25. There Are Two"
UNPREDICTABILITY"
!Unlike corporations with rigid
鍖nancial performance metrics, it
is almost impossible to forecast
how a team will perform on the
鍖eld. !
! !- This is a vital statistic as it
!greatly in鍖uences all other
!success measures.!
GLASS CEILINGS "
!Unlike unfettered free markets,
many sports governing bodies
impose stringent salary caps
and award concession draft
picks designed to level the
playing 鍖eld.!
26. As A Result, No Team Can Base Its
Brand Strategy By Simply Planning
On Winning."
27. Teams Must Seek To Remain
Appealing When Not Performing In
Their Most Public Forum"
32. Generally Speaking, A Teams Popularity "
Closely Mirrors Its Level Of Performance."
POPULARITY"
PERFORMANCE LEVEL"
33. But For Some Teams, Support Levels "
Are Performance Agnostic."
POPULARITY"
PERFORMANCE LEVEL"
34. In baseball, even the
best teams only win 50
of their 81 home games
that means you have
to give them [fans,
sponsors] a reason to
come even when the
team loses.
- Arte Moreno, !
Owner, Los Angeles Angels of Anaheim.!
35. So The Challenge Is To Build A
Brand That Is Loss-Proof.
But How?"
36. Lets Take A Closer Look
A Tale Of Two Teams."
Comparing These Two Allows Us Insight Into How Each Forges
a Strong Emotional Bond With Its Fans.
37. Lets Take A Closer Look
A Tale Of Two Teams."
Comparing These Two Allows Us Insight Into How Each
Forges A Strong Emotional Bond With Its Fans."
39. Having A Distinctive Brand Has Seen Each Top A
Poll Of Favorite Team Rankings In The Past Ten
Years. "
Favorite NFL Team by Ranking !
1998 1999 2002 2003 2004 2005 2006 2007
1st! 1st! 4th! = 1st! 2nd! 2nd! 2nd! 1st!
2nd! 3rd! 1st! = 1st! 1st! 1st! 4th! 4th!
These rankings came during eras of largely
unremarkable performances for each team. "
Source: FAVORITE NFL TEAM: The Harris Poll鐔 #95, October 1, 2007. !
Available at: http://www.harrisinteractive.com/harris_poll/index.asp?PID=811!
40. The Cowboys And The Packers Bear Stark
Contrast To Many Other Teams."
41. The Cowboys And The Packers Bear Stark
Contrast To Many Other Teams."
Brand Strategy Errors!
≒ No apparent brand
positioning.!
≒ Not unique.!
≒ Not targeted/relevant to
anyone in particular."
42. The Cowboys And The Packers Bear Stark
Contrast To Many Other Teams."
The Brand!
Brand Strategy Errors! ≒ Is ambiguous.!
≒ Lacks relevance. !
≒ No apparent brand ≒ Franchise appeal
positioning.! 鍖uctuates based on
≒ Not unique.! playing roster and
≒ Not targeted/relevant to game day
anyone in particular." performances."
43. Team Brands Become Loss-Proof By
Being Both Unique and Relevant. "
RELEVANT"
LOSS-
LOSS-
PROOF
LOSS-
PROOF
BRANDS "
PROOF
BRANDS"
BRANDS "
UNORIGINAL"
UNIQUE"
IRRELEVANT"
44. Failing To Do So Is A Trap Many
Teams Fall Into Today."
RELEVANT"
LOSS-
LOSS-
LOSS-
PROOF
LOSS-
PROOF
PROOF
Most " BRANDS "
PROOF
BRANDS
BRANDS""
Brands" BRANDS "
UNORIGINAL"
UNIQUE"
Dead "
Brands"
IRRELEVANT"
45. Popularity ebbs and RELEVANT"
鍖ows with on-鍖eld
success!
UNORIGINAL"
UNIQUE"
IRRELEVANT"
46. Popularity ebbs and RELEVANT"
鍖ows with on-鍖eld
success!
UNORIGINAL"
UNIQUE"
The Abyss."
≒Susceptible to!
relocation/extinction.!
IRRELEVANT"
47. Popularity ebbs and RELEVANT"
鍖ows with on-鍖eld
success!
UNORIGINAL"
UNIQUE"
The Abyss."
≒Susceptible to!
relocation/extinction.!
IRRELEVANT"
48. Popularity ebbs and RELEVANT" Loss-Proof Brands.!
鍖ows with on-鍖eld ≒Loved and !
success! irreplaceable.!
NATION
BRANDS
UNORIGINAL"
UNIQUE"
The Abyss."
≒Susceptible to!
relocation/extinction.!
IRRELEVANT"
49. So How Can Teams Become More
Relevant And Unique?"
RELEVANT"
LOSS-
PROOF
BRANDS "
UNORIGINAL"
UNIQUE"
IRRELEVANT"
50. By Conducting A Holistic Synthesis
Of A Teams Past, Present and Future."
57. FRANCHISE MARKET
HISTORY" ETHOS"
≒ Traditions! ≒ Market mindset!
≒ Icons! ≒ Fan archetype!
≒ Ownership! ≒ Unique attributes!
≒ Dynasties! ≒ Cultural beliefs!
PERFORMANCE
AGNOSTIC
ASPIRATIONS"
≒ Role in community!
≒ Legacy goals!
58. FRANCHISE MARKET
HISTORY" ETHOS"
≒ Traditions! ≒ Market mindset!
≒ Icons! ≒ Fan archetype!
≒ Ownership! ≒ Unique attributes!
≒ Dynasties! ≒ Cultural beliefs!
PERFORMANCE LOSS
AGNOSTIC PROOF
ASPIRATIONS" BRAND"
≒ Role in community!
≒ Legacy goals!
59. The Synthesis Of These Three Factors
Make Loss-Proof Brands Memorable."
The Brazen, Big City Bullies.!
The Unpretentious, Hardworking,
Spirit of the Midwest.!
Hope and Heartbreak for the whole
Family.!
Showtime and Southern Glitz.!
The Hard-Nosed, Blue-Collar,
Backbone Of The Steel City.!
60. What Can New Or Undeveloped
Franchises Learn From All This?"
≒ Clearly articulate what your brand will represent.!
≒ Pay homage to history.!
≒ Re鍖ect the ethos of your home market.!
≒ Aim higher seek to bring a a new POV to what it means
to be a franchise in your league.!
≒ Differentiate from existing brands in the league.!
≒ Use the brand to drive all decisions regarding the operation. !
≒ Draft talent that re鍖ects the ethos of the team.!
≒ Iconography!
≒ Stadium!
≒ Major sponsors!
≒ Marketing!
≒ Etc. !