Football and Branding – A Match Made in Challenger Brand Heaven

The end of another football season has just been marked with the completion of last Sunday’s big game. Watching the colorful pageantry that is professional football played on the global stage, we are reminded how well the sport gets branding.

Beyond the stereotypes developed over the years by the individual clubs, that may or may not be based in reality (not all Raiders are roughnecks, not all Eagles boo Santa, not all Packers wear cheese on their heads…), football teams know how to succinctly communicate their brands through dynamic graphic imagery plastered on everything from T-Shirts to sippy cups.

This got us thinking, Challenger Brands could learn a thing or two from football. For many of our client symposiums, we use an exercise that helps organizations reassess their position, message and overall brand look. Here’s how it works…

Gather a team of brand leaders and hand each one a sheet of paper with a blank football helmet and a banner beneath. Explain to the participants that their company now has a professional football team and they are charged with naming it.

What is the most representative mascot for your organization? Are you fast and sleek like a cheetah? Slow and methodical like an elephant? Are you powerful and shocking like lightening or steady and relentless like a storm? Is your mascot human, animal, natural disaster?

Direct the participants to create their team logo on the helmet template and be prepared to defend their recommendations. Would they choose to use illustrations (like Broncos, Seahawks, Lions, etc,), wordmarks (like 49ers, Giants, Jets, etc,), symbolism (like Cowboys, Rams, Saints, etc.), or something more abstract (like Bengals or Browns)?

In the blank banner, have the leaders write in a team battle cry. Common amongst college football programs, the battle cry is the word or phrase that binds teammates, inspires success and is completely unique to you. USC’s “Fight On,” Auburn’s “War Eagle,” and Alabama’s “Roll Tide” are a few examples.

Upon completion, everyone will have effectively designed a new company logo and have written a tagline. These may not be quite ready for printing on business cards, but they should serve as excellent starting points for development.

If you would like some help conducting a football helmet branding exercise, please contact us at editor@gumas.com.
Until next time…

Signup For Gumas's Challenger Brand Marketing Tips Newsletter

About Me

Who is Gumas? | Gumas Advertising
Who is Gumas? | Gumas Advertising
How do you know if you&#039re a Challenger Brand?
How do you know if you're a Challenger Brand?
YONEX PGA - Summary - FINAL w/subtitles
YONEX PGA - Summary - FINAL w/subtitles
What is Challenger Branding?
What is Challenger Branding?
Jr Giants Commercial
Jr Giants Commercial
How does Challenger Branding market differently than a leading brand?
How does Challenger Branding market differently than a leading brand?

About Gumas

As a full service branding, advertising and interactive agency, we help Challenger Brands take on their industry gorillas and win.

Gumas is an award-winning, full-service advertising agency generally recognized as the country’s foremost experts on Challenger Brand Marketing®. We are dedicated to helping you take on your industry gorillas to quickly generate the greatest results from your marketing investment.

From research, strategy development, award-winning creative design, web development, digital media (including search, social media and everything in between); our goal is to create a marketing strategy specifically designed to help build your unique Challenger Brand. All the marketing support you need under one roof.

Testimonials

Research & Tips

Challenger Brand Tips

Proven and easy-to-implement marketing strategies to help Challenger Brands take on their industry gorillas…and win!

Challenger Brand Tips

Proven and easy-to-implement marketing strategies to help Challenger Brands take on their industry gorillas…and win!
Learn More

Joining Our Challenger

Brand Marketing Newsletter

Read our book

Marketing Smart Ebook is Absolutely Free

Read our book

Marketing Smart Ebook is Absolutely Free
Learn More
X

Request A Consultation

Want To Take On Your Industry Gorillas And Win But Don’t Know Where To Start? It’s Time To Talk To The Challenger Brand Marketing® Experts. Enter Your Information Below To Start The Conversation.

"*" indicates required fields

Join our mailing list!


Request a Consultation

Want to take on your industry gorillas and win but don’t know where to start? It’s time to talk to the Challenger Brand Marketing® experts. Enter your information below to start the conversation.

"*" indicates required fields

Join our mailing list!