This probably should have been my first solution, but 5 seasons at Toyota Park put Guest Services at the front of my mind. Let that speak more to that group of employees ability to shape the experience.
Regardless, the Fire have a very powerful motto: Tradition. Honor. Passion. These are noble ideals and they ring true with almost everyone who supports the club. The club, however, seems more obsessed with finding new marketing slogans and ways to wedge these three words into their advertising material. At a recent game, I saw an ad that tacked on "Authentic" and "Fearless" onto the end.
The Chicago Fire Soccer Club needs to reassess what their core values are and stick to them. Find ways to reinforce these values at every level of the organization. Players need to exhibit Traidition. Honor. Passion. Coaches. Ticket Reps. Managers. Security. If you work for the Chicago Fire, it should be clear that these three words form the foundation of every decision you make and every action you take. This will be the main source for my own ideas on this project, but the commitment to core values is itself a solution. The first step to being a premier club is charting the course.
Many times the club gives an appearance of an organization that has lost its way, grasping for whatever success they can manufacture. Some are hits, some are misses, but recommitting to these core values would be an excellent step towards creating long-term brand success. It would certainly be more "Authentic" than simply applying a new label.
Wednesday, August 25, 2010
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