Ideas, imagination, charm, identification, illusion, commitment, commitment, ignition, truth, intuition, empathy, dreams, excitement, emotion, talent, fans and much more is soccer. However, its synonym is passion, a word that summarizes two words: love and madness.
Soccer is passion, it opens up possibilities and creates opportunities, especially if a brand is looking to make powerful emotional connections with the people in its market. It is not surprising that the most important brands in the world are linked to the emotions of the planet, where competitive sport is the central axis to ignite the desire to succeed, and soccer, the star protagonist without discussion.
From the great global brands we learn of their ability to become an integral part of soccer itself. Today we could not conceive of a World Cup without brands like Adidas, Coca-Cola, MasterCard or Gillette. Nor would we have the great figures like Ronaldinho in that dimension of giant global marketers, without the turbine of fame that Nike is for any sports star. Beyond a logo at the bottom of a sponsorship list, global brands manage to merge with soccer and capitalize for them, the seductive force of the most contagious emotions.
From local brands, however, I have little evidence of similar skills. The National Team’s sponsors fall short in their timid attempts to wrap their brands in emotions, and because of this, it seems that they are going to miss the extraordinary opportunity to bathe themselves in the emotions of soccer. For this reason, the phrase “Official Sponsor” becomes a rational and cold endorsement of a condition that is not exploited with the subtlety needed to connect and get closer to the people. Let’s not forget: we all know that ads are paid.
It is possible that this distance is due to the fact that, as in soccer, in Costa Rica we play with brands at a level where they still have a lot to learn. It is up to us to move forward to take risks and make massive use of our rich imagination, seeking for our companies the unquestionable benefit of a powerful, relevant brand that inspires loyalty beyond reason.
If only we would recognize the emotional essence of the human being, and be consistent in the execution of our commercial communication, we would evolve brand building to more powerful stimuli in generating intimate relationships for a lifetime, like the relationship many have with brands such as iPod, Harley Davidson or Johnny Walker. These brands know this, they feed on emotion rather than information, they appeal to feeling rather than thought, they touch the heart rather than reason.
The truth is that soccer inspires and unifies entire nations. Soccer provokes dreams and illusions for young and old alike. Like no other sport in the world, soccer generates inspiring players and shows us organizations capable of remaining among the winners for decades.
Soccer reiterates the importance of respect and trust, of friendship and camaraderie, of friendship and pride, of involvement and commitment, of pride, identification and harmony. Soccer reminds us of these and other values to protect and nurture in our companies and organizations.
