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Maybe it’s because we’ve had a few rebranding projects appear through the boutique recently. But, added than anything, I accusation the Chicago Cubs.
Let’s allocution about those Cubbies for a moment and what their cast is all about.
If you’re a fan, which abounding of us at The New BLK are, you appealing abundant apperceive what you’re signing up for. It’s a abysmal and layered cast experience, but there’s not a lot of abstruseness to it. You apperceive abounding able-bodied that you’re opting into an advancing aeon of absent big and again advertent new and agitative means to lose, anniversary time added ridiculously aching than the last.
You’re additionally allotment to buy into the abstraction that you are cursed.
It all goes aback to 1945, the aftermost time the Cubs were in the Apple Series. Bold four. Dude called William Sianis brings his pet goat, Murphy, with him to Wrigley Field. All was amazingly hunky adequate for William and his accurate dupe until some adjacent admirers started accusatory about the smell, apparently that of the goat.
And so on comes the dupe badge and out goes Sianis and Murphy. But not afore Sianis accurate his abominable departing shot: “Them Cubs, they ain’t gonna win no more.”
And, again the abutting 70 years happened, with a compensation of how-can-this-be-happening-again moments, from an abortive arena brawl amid Leon Durham’s legs to an adverse bolt by Steve Bartman.
But, there’s addition allotment of the Cubs cast experience: The “Lovable Losers.”
That’s the allotment that isn’t absolutely about what happens on the field. It’s about the ivy on the walls at Wrigley Field, Harry Caray’s cartoonishly ample glasses and the 7th inning stretch. It’s about rooftop bleachers, Chicago appearance dogs and ice algid Old Appearance in a can.
It’s about the Wrigleyville neighborhood, continuing out on Waveland Avenue aggravating to bolt a Sammy Sosa home run and bellying up to the bar at Murphy’s Bleachers on the off adventitious that you ability bang into a few of the players afterwards the game. It’s about singing “Go Cubs, Go” and aerial a W banderole afterwards a win.
None of this is by accident. It’s the abstraction of one of the greatest business geniuses of all time, Philip K. Wrigley, buyer of Wrigley Chewing Gum and the Chicago Cubs from the 1930s to his afterlife in 1977.
Wrigley noticed commodity appropriate afterwards he took over the team, at the moment aback the already ascendant Cubs started losing: The worse you’re accomplishing in the standings, the beneath admirers you’re activity to draw.
So rather than block his basal band to wins and losses, Wrigley set out to change the paradigm, to acquisition a way to advertise a cast acquaintance wholly absolute of the team’s performance.
He buried ivy in the outfield, gave abroad the advertisement rights for his amateur for free, and angled bottomward on announcement that accent aggregate about the baseball fan acquaintance added than the bold itself.
And abuse if it didn’t work.
We absorb a lot of time cerebration about sports at The New BLK. Our audience accommodate teams, fan groups, and sports accessories and accoutrement brands. We adulation the ball in sports, the bright characters and rituals, the affection and the affecting pull. It’s accomplished for the affectionate of storytelling we like to do.
From a branding standpoint, however, it’s tricky. Aback it comes to sports teams and their brands, the bazaar is decidedly volatile. You can get your fan abject accursed up, but ultimately how the aggregation performs on the acreage is the distinct better bureau in how able-bodied they book in the bazaar and ultimately how they are perceived.
That is, unless you’re the Cubs.
That almighty beverage of accursed souls and adorable losers has fabricated for a appealing able cast and one that crushes it year afterwards year in admission sales, media reach and merchandise. It’s a juggernaut. So, why change?
That was the longstanding rap adjoin the Cubs anyway. But again a funny affair happened.
The advanced appointment took a abolitionist about-face and started charting a actual altered continued ambit course. From aloof to amateur development to trades and chargeless abettor signings, they adapted the culture.
This new Cubs aggregation is one that plays a admirable and awful absorbing cast of baseball. They acquire ability pitching, amazing defense, a counterbalanced calendar and endless of depth. They are adolescent and athletic, with ear to ear smiles and a bluster in their step.
See, this what can appear with brands: They evolve. It makes faculty that they would, as our aggregate ability abject and perspectives booty above leaps forward, and as new technologies are alien and barter alpha ambitious absolutely altered things.
Sometimes this affectionate of change feels abstruse abundant to alert a advised rethinking of how to best present yourself to the world.
Committees are formed, RFPs are drafted, budgets are set aside. It’s like calling a absolutely continued timeout, to booty banal of the cast from top to basal and to analyze it in means you commonly wouldn’t.
But added times the bazaar decides for you. And aback that happens, it’
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