coudn’t help but notice how broadcaster steve young referenced branding yesterday during the super bowl’s pre-game coverage. he didn’t use the business term specifically, but his description of how the pittsburgh steelers have created a “super dynasty” fit the definition perfectly. young outlined how the steelers have created an organization whose image perfectly follows the persona and values of the fans who follow the team. careful preparation. straight ahead approach. workmanlike execution. family-oriented. proud. he outlined how their brand of football breeds success. in an era where the cards are stacked against teams repeating on the game’s biggest stage, the steelers have been there three of the last six years. he hit the nail on the head when he noted just how tight of a ship the steelers run and how well they do in respecting their long history of success — both of which create significant leverage in the free agent market and help to build a consistent winner.
i was at heinz field (home of the steelers) just before thanksgiving 2010 to catch my favorite team (the oakland raiders) get stomped 35-3 at the hands of this team. more impressive than their current squad, however, is the great hall just inside the stadium’s main entrance. all of the steeler lore is on display there. six super bowl trophies. a wide range of game-used relics. larger than life photo essays. their fans crowd the chamber and are giddy with excitement for their team. most fans love their team. nothing new there. steelers fans border on maniacs. it’s all because of the seamless relationship between the city, its fans and its beloved team.
the steelers may have lost this year’s super bowl, but they’re one hell of an organization. the franchise is a leading brand for other teams to emulate — in sports and otherwise.
