I witnessed the University of North Carolina winning the NCAA National Championship at Ford Field in Detroit, MI. After the game I paused to create a branding moment. One of the major tenets of branding is consistency and there are very few college basketball programs with the storied history of North Carolina.
What does the Carolina Blue represent?
o National Championships: 1957, 1982, 1993, 2005, 2009
o Michael Jordan: The greatest player ever.
o Dean Smith: Retired as the winning coach in Division I history at the time.
o Players: James Worthy, Sam Perkins, Vince Carter, Kenny Smith, and the list goes on. Players going to the league.
o Nike/Jordan Brand Product
The expectation for the Carolina basketball program to win is enormous. When people see you online or face-to-face what are there expectations of you? It’s time for you to make history.
I think its interesting how some brands are bigger than the people that are in the program. UNC is associated with excellence, regardless of who is coaching or playing for the team. At the same time, some coaches can take their brand with them with they switch schools and immediately face high expectations.
Luke MoilanenApril 19th, 2009 at 2:58 pm