Minikicker

Growing up as a soccer player, I was exposed to a variety of brands in my youth. My soccer career began as a mini-kicker and my memories include eating hundreds of orange slices that left you with sticky fingers, mismatched socks and sideline mother coaches yelling what they thought were helpful hints.  The carpooling parents took turns each week for drives to the practice fields and I often sensed they were excited to help the cause and get their kids out of the house. Not much has changed since then, but the brands and how these companies market themselves has in order to stand out against competitors.  Big name brands and their well known logos such as Nike’s swoosh and Adidas’s trefoil can be seen on cleats, shin-guards, socks and uniforms worldwide whether it is the World Cup or your little sibling’s soccer jamboree. In high school, the level of play became more competitive, requiring a higher-grade boot for the player. When a member of the team brought a new pair of cleats to practice, the team and the coach would flock to the player and nitpick the cons of the new purchase mainly out of jealousy. I always found it interesting that my teammates had a variety of brands for cleats and shin-guards. Its safe to say our brand loyalties were developed at a young age.    

Brand personality is a highly effective strategy used by established companies. Marketers associate human characteristics with their brand to reach a specific user. Many athletic clothing companies will match their personality with a professional athlete. Under Armour, “Protect This House,” slogan represents strength and the drive to succeed.  Known figures like Tom Brady, Stephen Curry and Jermaine Jones contribute to the Under Armour brand personality and wear the overlapping UA symbol with pride.

In an attempt to reach a female audience, Under Armour teamed up with ballerina, Misty Copeland, to exude a quiet graceful power and strength. Established brands can introduce products to the market at a premium price because of their brand equity. When consumers see their favorite athletes and friends sporting a brand, they too will buy the brand even if competitors are cheaper. Positive and unique customer associations and experiences with a brand will result in equity and loyalty to the brand.

Adidas signed my favorite soccer player during the Barcelona Olympics, Lionel Messi.  His slogan was “every legend has a beginning.”  Every budding soccer star wanted the soccer cleats he wore.  As a young player, Messi’s endorsement was enough for me to want to look into getting a pair.  The association with a brand by an athlete motivates buyers and customers to at least take a look at them if not buy them.  Marketing through the use of excellent athletes is an important way major brands sell millions of dollars of merchandise.  

The Black Dog

Robert Douglas had a dream to sail his own ship from one coastal town to the next, discovering the best places to drop anchor and call home for a week. Once Douglas reached Martha’s Vineyard, he found no reason to leave. He purchased a small inn on the harbor that overlooked his ship and welcomed other sailors for the night. Douglas, along with his black labrador, was ecstatic about his new home but thought the island had so much more to offer its year-round residents. Writing the idea on a napkin one night, The Black Dog Tavern was born and has since become a favorite restaurant for many islanders and tourists.

It did not take long to figure out that in order to survive on the island, Robert Douglas had to come up with other ideas.  He put an image of his dog on a t-shirt and so far history was made.  During the 1990’s the Black Dog t-shirt was seen on many celebrities and was also seen in national publications.  When Bill Clinton was president, he spent his vacations on the island and a photograph of him wearing a Black Dog t-shirt while he was jogging got attention world-wide.

For some time, The Black Dog products could sell themselves because it became somewhat exclusive.  In order to get a coveted t-shirt, you had to go to the restaurant on Martha’s Vineyard to buy one. Customers saw the dog logo t-shirts as a status symbol. It was cool to wear one. It was a matter of time when Douglas and his marketing team knew that growth of the company required clever marketing and branding.  In doing so, The Black Dog decided to focus their attention on New Englanders. Douglas began opening stores to sell merchandise with The Black Dog logo on it. 

Advertising is costly but has great benefits if done correctly. The Black Dog teamed up with the Boston Bruins.  The Black Dog advertises on the steps inside the TD Garden, strategically placed behind the bench, visible to all watching national television. The colors match perfectly with the team uniform colors. Brand association with the Bruins has helped create a product associated with champions. Sports teams are excellent avenues of advertising if a company can associate with one. This approach has been successful for The Black Dog.

The company's affiliation with the Boston Bruins goes deeper than just advertisements. The Black Dog wanted to give back to its Massachusetts community in a special way. The company paired with The Massachusetts Society for the Prevention of Cruelty to Animals (MSPCA), a non-profit that helps animals find adopted homes, and the Boston Bruins Foundation. I believe The Black Dog marketing team is brilliant and signing with the Bruins scored them a goal. Marketing matters and when customers see that a company puts the time and effort into their products and services as well as bettering the community around them, the relationship between buyer and seller strengthens.

The Black Dog products give their customers a good feeling and a good reason to buy their products.