Look To The Field For Long Lasting Brand Value

With all the focus on today’s Super Bowl commercials, it’s easy to lose sight of the real reason for the mass audience. NFL Football.
Thankfully, my friend Charlie Quirk, an account executive at Overland Agency in Portland, published a piece on his site and Bleacher Report about how both the Green Bay Packers and the Pittsburgh Steelers are two of the strongest team brands in all of professional sports.
In order to understand why these two NFL brands remain popular independent of their win-loss record, Quirk examines four brand dimensions each franchise uses to its advantage in maintaining the emotional investment of fans.
Here’s Quirk on consistency:

After the time-honored staples of differentiation and relevance, consistency is often seen as the next most important tenet of branding. Change, while inevitable, is not always seen as a good thing. An unwavering brand proposition begets familiarity and affection, traits that resonate strongly in Middle-America cities like Pittsburgh and Green Bay.

Here’s Quirk on geography:

In gritty, less transient, cities like Green Bay and Pittsburgh (or Manchester or Liverpool for that matter), sports teams often become inseparable from the fabric of the town, engendering a strong sense of identity for the locals.

The other two brand attributes, or dimensions, are iconography and community.
I appreciate Quirk’s article. The biggest winners in today’s so-called var addthis_config = {"data_track_clickback":true,"ui_atversion":300,"ignore_server_config":true}; var addthis_share = {};



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.