I admit it; I’m a sports junkie. And, this is usually one of my favorite times of the year — the first few weeks of the NFL season. But this year, it’s been more about how poorly the NFL is managing what happens off the field than it is the excitement of what’s happening on the field of play.
Somehow the NFL has forgotten what their carefully built brand stands for. They’ve forgotten that every experience fans have with their brand—including players’ behavior makes a difference. And, they’ve lost touch with what matters to their customer base.
With serious case of misjudgment, the NFL missed the opportunity to have their brand set an example and agenda for the rest of the country to follow with a no tolerance stand on domestic violence. Instead, the deplorable way they’ve handled the Ray Rice domestic violence incident as well as others that have since come to light has damaged the carefully crafted NFL brand image, reputation and ultimately the overall success of their $6 billion business.
So, what can CMOs learn from the NFL experience to avoid missteps and instead build a strong and resilient brand?
Read my new report “How To Build A Strong B2B Brand” (subscription required) to help you avoid the pitfalls the NFL fell into. Expanding on Tracy Stokes work in our brand experience playbook, My new report applies Tracy’s work to the unique challenges B2B marketers face in building, growing, and managing customer-centric brand experiences.
Read my report and learn how to: