Irrational Brand Attachment

For years, I’ve thought about – with a combination of amusement and amazement – the incredible, and irrational, attachment people have to sports teams. Never have gotten around to writing a blog post about it, until I read Seth Godin’s post this morning about Irrational Commitment.

Seth talks more about the irrational commitment of parents and entrepreneurs, but from a marketing and branding point of view, the perspective applies to sports teams.

Now I consider myself to be a pretty rational and pragmatic sort – perhaps overly so. I am not a season-ticket holder for any team, I do not glue myself to the TV for every game, I don’t go around wearing uniform shirts for any sports team. Yet, growing up in central Connecticut, I was a Red Sox fan (baseball) and New York Giants fan (football), and still, to this day, there is an irrational attachment to those teams. And, I am really happy that Vanderbilt’s football team cracked the Top 25 this week!

Here’s the thing: there’s really no reason for it. It’s a bunch of overpaid guys (well, the pros anyway), who really have no necessary regional attachment, whom I don’t know in the least – but because they happen to have a home stadium somewhere in an area meaningful to me (I live there, or used to, or went to school there), there is attachment. And for the fanatic, that can mean shelling out hundreds of dollars to attend games, buy swag, wear shirts and hats with the gang markings, etc. etc. And, in some cases (especially soccer in other countries), getting into serious and even deadly fights.

It makes no sense. Yet those logos, those uniform colors, that team name, somehow become an extension of us, even when all the faces have changed.

Talk about marketing nirvana! If only we could have customers with THAT kind of fanatical, even irrational attachment!

There, I finally got that out of my system. What do you think? Why do we get so irrationally attached to teams in this way??

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