Marketing Genius from Maple Creative


Marketing tips, observations & philosophy, plus a few rants and random musings - from those who practice, preach and teach marketing, research, advertising, public relations and business strategy.

Friday, September 02, 2005

Bring Integrity Back to Rebuild The Brand

By now you are acutely aware of the problems in Major League Baseball (MLB). I am concerned, but I am able to stay focused on the beauty of the game - though it is getting harder by the day. My level of concern grows as I see the ongoing deterioration of a brand that was at one time, in my opinion, as strong if not stronger than any other, and MLB's inability – and in some cases unwillingness - to recognize this erosion and put an end to it, rebuild the brand and protect it for old and new generations of fans and casual observers alike.

As we tell our clients at Maple Creative, a brand is a promise made to customers that you can consistently uphold. Through a series of recent unfortunate events, MLB has broken its promise with its fans. But even as we approach playoffs and the World Series, it's not too late to start over.

As the MLB works to rebuild their brand they must be sure to answer questions including but not limited to the following:
  1. what is the mission of MLB?
  2. what is the goal of this brand in 5, 10, 20 years?
  3. what is the vision of MLB?
  4. how will MLB build and restore brand equity?

Going forward,whatever MLB does, integrity is crucial. Without integrity, brand equity erodes, the brand erodes and so goes baseball.

Bring integrity back to MLB and you can rebuild the MLB brand.


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