Brands Win Championships: Put Your Stamp On It

Traditions are born from detail. Take helmet stickers in college football, for example. They’re diminutive and subtle, but by being used across the vast majority of programs at one point or another, helmet stickers have become one of the sport’s most celebrated traditions. There’s a romance to customs like these that bring me, and millions of others, back to college sports every year. More important, they tell a story.

Going Undercover: Learn To Tell Your Program’s Story

In order to truly understand what makes the fans and media who follow your sport and program tick, you need to do research—a lot of research. Go through everything you can find about your program through present day, including old statistics, former and current player rosters and bios, coaching bios, written articles, media guides, and team monikers. Your objective is to discover and reveal the essence of your program. What makes it special? What is it about your program that keeps fans coming back?