Written by
Ricardo Carvalho


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People change and ideas evolve. In a constantly mutant marketplace, businesses need to reinvent themselves in all their extensions, and thinking about the brand's role within that context is the key to keeping a good reputation alive.

The commitment to quality and consistency between the brand promise and what it delivers is one of the keys that strengthen a club's relationship with its customer base, consumers, supporters and partners. Clubs and sports brands are part of the changing context of society and increasingly gain a corporate and business function over time, looking at the sport as a business. They have gained more voice, more body, and this alignment of posture must occur at all levels of performance so that the main message remains intact.

The problem lies in the need to change strategy, advertising, marketing, and branding according to the current time of the club or competition. When do I need to show that I am a current brand? My rival has updated his brand, do I need it too? Do I look old and dated? Questioning is always valid, but finding the answers you need may seem more complicated if the right questions are not asked. The market trend is copying, a close friend of inspiration, which ends up inserting common elements into brands that do not need to be absorbed in fads. The result of this is the incoherence of the message, which generates incomprehension and brand rejection.

A club needs to change its brand when it feels the need that the effort it takes to sell the product is greater than it was in the past. Good brands sell themselves. Good brands buy the same fights that their consumers buy and position themselves on the most varied subjects. A brand change refreshes the creative thinking of business strategy, and spark the spark to unfold ideas into sales leads.

"A club needs to change its brand when it feels the need that the effort it makes to sell the product is greater than it was in the past. Good brands make less effort to sell."

Successful brands know to reinvent themselves. They know how to play according to the rules and know how to excel in competitive environments. The similarity of the corporate environment to the sports environment is a reality that occurs on several occasions in the process of choosing, buying, selling and consuming a particular product, and it is necessary to be aware of changes in order to identify opportunities, choose trends that value your brand, and avoid choices that carry a mark to the commonplace.

Being up to date with the world around you, investing time in hearing who your consumer is, and what your perceptions of your work are, is essential to transforming the need for change from brand to opportunity. Brands are the reflection of people in a constantly evolving society. And clubs can not ignore the market context if they want to keep their products relevant.