This morning, I was working on the details of a focus group I will be involved in later today, where I will work with an organization to help determine what their brand really is, what they believe differentiates themselves in the market, and what they think people really value them for.
As is usually the case, I jotted down a few stories to illustrate what we will try to accomplish, and for most marketing people, the story of Kodak usually makes an appearance. That iconic company was known by everyone because of their success in the area of film and cameras, and they actually invented the first digital camera in 1975. Thanks to that invention, we now carry and capture all of our favorite memories on something as small as our phones.
But Kodak eventually went bankrupt in 2012. They thought their unique ability in the marketplace was making film and cameras instead of capturing all those memories. Others (like people who build phones) did see that, and developed products that made most of what Kodak was selling obsolete.
The story immediately reminded me of what’s going on in sports these days. Turn on a television and you will see more and more fans dressed up as empty seats. Whether it’s college football, pro football, auto racing, etc., Athletic Directors and Team owners – to use a bad pun – are not getting the picture.
Just one month ago, I returned to my alma mater at Virginia Tech to see a football game between the Hokies and Notre Dame, the first time I've done that in three years. Even though the Hokies lost, it was a fantastic time. It was a chance to see dozens of old friends, experience the electricity of "Enter Sandman" as the team made its way into the stadium, tailgate with some great people, etc. The experience - and the related memories - were what made it great.