Matthew Diamond is senior vice-president at AMG Canada
What do the Toronto Blue Jays and your brand have in common? More than you think, because building a winning team brand DNA is all part of the game of marketing.
I’ve always loved making sports analogies in the marketing world. When it comes to success, winning teams usually possess a formula that isn’t always based on talent or a simple passion for the game.
Something unique is often formed in the locker room. Call it chemistry, but eventually it translates into superior performance. When that happens, a team’s DNA or brand is created. Remember that guy Gretzky? Anyone growing up during the Oilers Stanley Cup days also remembers Jari Kurri, Esa Tikkanen and Mark Messier. I don’t think anyone can forget the magic these guys created for the team.
We can dig up even more examples all throughout history – some teams discovered how to overcome adversity while others found a way to capture the imagination of entire cities. In fact, any Leaf fan can tell you that a dream can always come true – despite glaring stats stating otherwise.
Hockey in Nashville?
The NHL has another great story. Who would have thought that “Music City USA” would not only spawn a team to play hockey, but also one of the best cities and venues to play the game? This is a club that was on the brink of extinction a few years ago, until something happened. It developed a brand personality, adding a combination of speed, finesse, great coaching and iron grit to ultimately earn them the attention of ravenous fans.
How ‘bout those Jays?
Now here’s a team that’s been struggling with its identity. In fact, they’ve been nipping at the heels of a distant legacy for years, never quite recapturing that same old glory. As someone who was fortunate enough to have grown up with the Jays of the early ‘80s and World Series champs of the ‘90s, I watched a city, province and country fall in love with the team. They had swagger and confidence; a brand that was cool to follow. It was simply another club with a completely different energy.
Since then, the franchise has had its ups and downs, both bad and “O.K.” teams, misses – but no wins (and, I don’t just mean pennants). Great players have come and gone, but the Jays haven’t been able to restage a captivating and compelling brand presence.
Enter today’s boys of summer, achieving one of the most prolific first half offensive teams in MLB history. A team that may be in need of pitching, but has added swagger, built a potent offence, and even when losing, adopted a “no-quit” attitude. There’s a new anticipation, when one swing of the bat can come from anyone at any time, turning the game completely around. Not to mention, Josh Donaldson – day in, day out, a real ballplayer who puts it all on the line. Defensively, offensively, work ethic, the guy is the real deal. Don’t believe me? Josh pulled-in the most votes ever for the All-Star game (with a little help from Don Cherry).
The Jays now stand for excitement, offence and fun – stuff we haven’t seen consistently for a while. If they become playoff contenders fans will go nuts, because they won’t just be winning, they’ll be delivering what the spectators have been missing – and inviting them along for the exhilarating ride.
What can we learn from all this? As a brand, you need to stand for something and remember what you stand for. It’s all too easy to slide into a dangerous middle ground, so you’ve got to be vigilant in order to get back on track.
Ask yourself, “What do my brands stand for and is that what audiences are seeing?” Even if you aren’t achieving greatness, are you creating future fans by generating the energy you need to connect, engage and earn audience adoration?
Isn’t THAT what the game of brand marketing is all about?
