(Ed.: “I Have An Idea…” is a series written for College AD by the author of Brands Win Championships, Jeremy Darlow.)
“The human species thinks in metaphors and learns through stories.” Mary Catherine Bateson
Whether you’re a fan or not, there’s no questioning the fact that the WWE and owner Vince McMahon have put together one of the strongest brands in sports entertainment (cue “it’s not a sport!” guy). But, it’s the brands within the brand that get me most excited. I’m speaking, of course, to the actual wrestlers themselves. Admittedly, I haven’t watched wrestling since I was a teenager, but even then, the company that brought us Stone Cold Steve Austin, The Rock and Andre the Giant had established one of the most effective brand marketing machines in any industry. Think about it. How many wrestlers have taken their turn in the squared circle? Each one with a back-story, a particular look, a distinct personality…a brand. The folks behind the WWE could teach a master class on brand marketing.
NCAA marketers and administrators can learn a lot from the WWE. Think about the storytelling synergies. Every episode of Monday Night Raw is a short story within a much larger book; filled with characters, conflict, plots and themes. All with the expressed intention of bringing in as many viewers as possible, maximizing revenue. Every weekend in the fall NCAA administrations are tasked with the same challenge. Thus, why not look at football Saturdays as your own mini version of Monday Night Raw? Familiarize the audience with your characters (players and coaches). Introduce the conflict (us vs them). Build the plot (through social and PR). Establish the theme (your positioning statement).
We often fail to pick up on the non-prototypical marketing lessons that surround us everyday. Open up your eyes and your mind. There are few elements in life that are void of marketing. Look around. Everyone is in the business of selling himself or herself or this product or that service. With each sales pitch comes a brand. Some do it well, some struggle, but in all cases, there is something to be learned…BROTHER!
(That last part is a little nod to my wrestling fans out there)
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