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Are You Ready for Some…
By: Aaron Whitaker
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Football? It’s back, it happens every year, and it rarely disappoints its customers. Year after year this brand has to bring its A-game and provide consistency yet excitement in order to sustain future growth. Football “sells” the same product, but the experience is heightened and the promotion is different, so much so that customers rarely drop off year after year. Instead the brand works to push the bounds and ensure that consumers are drawn into the excitement of the brand for six months. It’s all about brand football.

Just as expected, it started again this year. The ratings for the brand’s yearly launch were released and football took the top five spaces. That proves that whatever the brand has done year after year, consumers are continuously coming back and excited for the start of a new season. Sure, there may have been upsets and disappointments from last season, but the fans are loyal and the brand continues to deliver, so they come back.

And brand football has not taken any of this for granted; instead, it worked hard to create this success. Television and football were in harmony to provide customers with better coverage, more highlights, and detailed perspectives. This allows the brand to improve the product and infiltrate more of the consumer’s life. And then there was the introduction of high-def TV, definitely a positive for brand football. This enhanced the product for customers, allowing them to see more and feel more each week. The brand was essentially heightened.

Football is an event. It happens weekly, there is a build-up to game day, and post analysis and highlights keep the brand strong throughout the week. The action plays off the consumer’s need to see something exciting and is much less relaxing than baseball. And then there’s the ability to market football as an event: the boxes, the tailgating, and even the cheerleaders. Who wouldn’t want to take part in the weekly show? And this brand’s runner-up, its competition: the one and only college football.

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About the Author
Aaron Whitaker is a copywriter, blogger, and social media aficionado who likes watching the TV commercials more than the actual shows. He prefers reading the magazine ads over the articles. And you can learn more about him online right here.
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