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Branding Tips from the Green Bay Packers
By: Cindy Wendland
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American football is even more beloved than baseball. We love our teams. Some proclaim the deep love for their football team is almost a sickness. What is there to be learned from the branding of football teams, in particular the Green Bay Packers?

A beloved brand is hopefully recognized nationally, or in the case of the Packers, recognized around the world. During a safari trip in Africa, a fan spotted another traveler with a Green Bay Packers duffel bag. On a business trip to Israel, a businessman found a sports bar in the hopes of watching the Packers game and actually found a Packers bar with patrons adorned in Packers jerseys. Why is this?

The Packers brand is steeped in tradition and history. Their brand is backed up by their accomplishments, competitiveness, and pride. They have won more world championships than other football teams and have incredibly loyal fans. The Packers organization also greatly values their fans and aims to deliver a great experience. In a recent training event, the speaker was upset by the lack of enthusiasm in the room, and asked the attendees to get as excited as they do when they cheer on the Green Bay Packers! There is an incredible connection between the Packers and their fans.

What sports marketers have always known is that the value of the experience is paramount to fans. The experience of being at the game, watching the game, being somehow involved in the game, draws in the fans. People like to be inspired and there are numerous inspirational stories in football and in the Packers in particular. Donald Driver recently told his story in his book Driven about his background and what he overcame to find success. The heartbreak of the fans as they waited for Aaron Rogers to come back to his quarterback position this season after injury continued to build that connection. Yet others are inspired by the workout regimen and physicality of players like Clay Matthews.

The Packers brand shows vulnerability through injuries; they show inspiration through team efforts and overcoming obstacles; and they show heart and pride to their fans. If, like the Green Bay Packers, you can find a way to personally connect your brand and your customers while providing inspiration, your customers will thank you for the experience.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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