Let’s talk about soccer, shall we? (Worst introductory sentence ever. I’m sure 99% of my readers just ran away screaming.)
Germany always had a good soccer team. The Brazilian team in 1974 was so wonderful to watch but Germany won the cup. England played more exciting soccer in 1990 but Germany won the cup. South Korea played inspired in 2002, Germany beat them and went to the final. You can’t argue with 3 World Cup titles, 4 second places and 4 third places in 17 appearances.
Germany didn’t play the most exciting soccer. It wasn’t artful. They had a strategy and they stuck to it. No matter what. That’s why they won 3 titles and are one of the most admired national soccer teams in the world. You might not like them. You might even hate them. But you have to respect them.
What brands can learn from the German soccer team
It never ceases to amaze me how often brands express a viewpoint that goes against their carefully constructed brand strategy. They spend time and precious resources on a brand strategy, just to throw it in the trash bin when there’s a chance for short-term profits or an implication they don’t like.
Nobody says brands should stick to their strategy, no matter what. When you’re 4 goals behind, you better change your strategy or go home. The reason why brands invest in strategy is to achieve their goals in the most efficient and effective way possible. It’s a guide to make the right decision, to be reminded of your strengths and weaknesses. Strategy is the independent voice that hits the buzzer when you’re about to make idiotic, short-term decisions. If you don’t have a strategy, you can justify any tactic, any investment.
Too many brands play to the cheap seats. I’d rather play for the cup.