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Culture eats strategy for breakfast.

Peter Drucker used this approach to describe how brands should grow in parallel with society, fitting in an existing worldview.

Because of the current pandemic, companies are almost forced to stand up and show their social side. But not anyone, it’s time to care about people in your area of expertise. Not to innovate in new territories, but to help in the ones you believe in.

For instance, Nike launched Air Zoom Pulse, a new comfortable sneaker designed for medical workers and which profits will go back to a children hospital.

As the neuromarketing expert Martin Lindstrom said, “your brand is no longer yours”. Our company identity should go beyond being know and engaged with, by having a clear responsibility with communities. As 85% of decision-making is emotional, it’s time to reinvest in data to continue building brands from sports fans’ challenges and fears.

Where do you fit in society?

Don’t sell, create relationships

Being faithful to brands’ framework of values, category and content territories, the opportunity lies in becoming relevant to fans by having conversations. Constant conversations about what they are worried about that build long term relationships.

COVID-19 will make us, customers, filter even more the products and services we buy. Our attitude and beliefs will be our compass. Likewise, it will make us filter brands that don’t match our attitude, regardless if we fit in their target market and demographics strategy.

A time where local can be far more powerful than global, not by communicating but by doing. It’s the case of the English club Lewes FC, having played a remarkable role in women’s football and in the pandemic. Three years ago, they became the first women’s team in the world to pay their women’s team and men’s team equally, apart from dedicating the same resources, facilities and efforts to both. During the health crisis, club staff, players, directors and owners are personally helping and delivering items for neighbours, elderly and families.

A profitable positioning

Enrique Moreno, Global Brand Director at LaLiga, shared some insights about designing a successful and profitable brand positioning in the market.

After successfully proving to be the best league in the world for many years, LaLiga came to realise that, even thought it was true, the brand positioning of “the best league in the world” was not sustainable, as their value depended on current players and clubs success.

Focusing on the territory they wanted to become relevant, they designed a sustainable, global and versatile positioning. It was built on entertainment, with “It’s not football. It’s LaLiga”. A new journey that would prove its effectiveness by measuring profitability. In only three years, the brand has rocketed its value and, in early 2020, LaLiga Santander clubs were set to register 4,000 million euros in record revenues.

In the women’s game

Women’s football has the opportunity to strengthen its clubs and competitions brand positionings towards sustainable and profitable territories. Equality can’t be the flagship of everyone if stakeholders want to become relevant.

It’s time to look up and expand from equality in sport to the impact that women’s football can have on society from different angles.

A responsibility in developing meaningful relationships with fans and partners that eventually proves sustainable profitability.

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