Minding Your Own Brand - Why Did They Boo Damon and Not Pedro?
You will never find people more loyal, faithful, and passionate about a brand than Red Sox fans. Even though they were not winners for 86 years, fans stuck by this brand through all the high and the very low moments in this brand's history.
So why don't most brands induce this level of passion? Because most brands are not extraordinary. Unlike most brands, the Red Sox have always done things in an extraordinary way, whether it is a come from behind 2004 championship win or a heart wrenching 1986 World Series loss. Good or bad, this brand has always given fans something to be passionate about.
John Henry's group may own the team, but "Red Sox Nation" owns the brand. Red Sox Nation don't follow this team blindly; they have taken ownership of the brand and are committed to its success. Red Sox Nation are a group of brand advocates who cheer the victories, but also have no problem making it known when someone is not performing up to par. Based on fan reaction, Terry Francona said he thought his name was "You Suck" numerous times during his first season as manager.
A brand is more than just a logo or corporate identity. A brand is shaped by everything a company says and does, both inside and outside the organization. The strength of a brand is determined by the experiences surrounding the brand and how people feel when they interact with the organization. Therefore, companies must create extraordinary experiences and build brand cultures that inspire employees, customers and anyone who touches the company, to be passionate about the organization, take ownership of the brand and actively contribute to the brand's success.
Don't just settle for repeat customers, loyal patrons, or even plain old fans. Build extraordinary experiences and a brand culture surrounding your organization which inspires people to become advocates for your organization. Like the Red Sox, build "{Your Company's} Nation".
Related Tags: marketing, customer loyalty, brand strategy, brand and organizational development, brand culture
Dave Lubelczyk is president of IMAGEidentity, LTD which helps organizations achieve success by building advocacy through brand development and organizational development. He can be reached by phone: 508-259-9016 or at http://www.imageidentity.com
Archives of Minding Your Own Brand articles are available at http://www.mindingyourownbrand.com
© 2005 Dave Lubelczyk, All rights reserved.
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