Why did they boo Damon and not Pedro?

Both left Boston on bad terms, both left for “better contracts”, and both went to New York teams. So why upon their return, did Red Sox fans give Pedro Martinez a standing ovation and gave Johnny Damon a round of boos? I think Pedro summed it up best in his press conference, “Johnny put on the wrong uniform” and Red Sox Nation let him know it.

You will never find people more loyal, faithful, and passionate about a brand than Red Sox fans. Even though they were not winners for 86 years, fans stuck by this brand through all the high and the very low moments in this brand’s history.

So why don’t most brands induce this level of passion? Because most brands are not extraordinary. Unlike most brands, the Red Sox have always done things in an extraordinary way, whether it is a come from behind 2004 championship win or a heart wrenching 1986 World Series loss. Good or bad, this brand has always given fans something to be passionate about.

John Henry’s group may own the team, but “Red Sox Nation” owns the brand. Red Sox Nation don’t follow this team blindly; they have taken ownership of the brand and are committed to its success. Red Sox Nation are a group of brand advocates who cheer the victories, but also have no problem making it known when someone is not performing up to par. Based on fan reaction, Terry Francona said he thought his name was “You Suck” numerous times during his first season as manager.

A brand is more than just a logo or corporate identity. A brand is shaped by everything a company says and does, both inside and outside the organization. The strength of a brand is determined by the experiences surrounding the brand and how people feel when they interact with the organization. Therefore, companies must create extraordinary experiences and build brand cultures that inspire employees, customers and anyone who touches the company, to be passionate about the organization, take ownership of the brand and actively contribute to the brand’s success.

Don’t just settle for repeat customers, loyal patrons, or even plain old fans. Build extraordinary experiences and a brand culture surrounding your organization which inspires people to become advocates for your organization. Like the Red Sox, build
“{Your Company’s} Nation”.

© 2005 IMAGE identity, LTD, All rights reserved.

For reprint permission, please contact IMAGEidentity.