The Kansas City Royals are now World Champions. Back in 2014, we featured the team in one of our most popular Brand Showcase posts. So, why should a marketer care about the Royals? The answer is simple –
The Biggest Doesn’t Always Win
Not only are the Royals in the bottom half of market share and payroll among all of Major League Baseball – of the three teams still remaining in the 2014 playoffs, K.C. ranks last.
The 2014 Royals have instead found ways to win by being scrappy and nimble while out-hustling their opponents (for example, they’ve already stolen a dozen bases in four playoff games). If your own brand competes in an industry of bigger (and maybe even better) brands, don’t let budget determine your success. Instead, find ways to work smarter, identify industry white space and out-hustle the competition.
Your Internal Brand Forces Matter
In June, Kansas City rookie Brandon Finnegan was pitching in the College World Series. By September, the Royals had called their untested draft pick up to the big leagues, where he debuted in New York and struck out this legend. Finnegan also was critical in helping K.C. defeat the Oakland A’s in the American League Wild Card Game.
Did the Royals take a chance with Finnegan? Absolutely, but any brand is only as good as its team. So, ask yourself, are you empowering your talent, or simply managing them? If it’s the latter, remember that you must engage employees and provide them with the opportunity to actually “be” the brand.
Sometimes a Minimum Viable Product is All You Need
Speed matters. Just ask the fastest man in baseball: Royals pinch-runner Terrance Gore. Now, who knows whether Gore will have a long MLB career or not, but there’s no doubt that he’s just the kind of disruptive punch that the Royals need to win this October.
Many brands waste precious time in research and development and forget the importance of speed. Yes, it is critical to gain insight on brand creative, new products and more. But testing for the sake of testing might be putting your brand at a disadvantage. After all,
So, stop testing and get out on the field. Determine what your brand can accomplish today to be successful, which is how you can truly learn and adapt for future growth.
External Brand Forces Matter
After the Royals won four straight playoff games and swept their way into the ALCS, it was time to celebrate inside the clubhouse – but also beyond. First baseman Eric Hosmer actually took to Twitter and invited all of the fans to join the team at McFadden’s Bar in downtown Kansas City. Instantly, social media ignited with communication amongst both players and fans, providing a small preview of the excitement and revelry that could happen in a few weeks if the Royals can win the World Series.
If you want to activate your external brand forces you must connect with them across many channels. Is your brand being social? Remember, presence is not strategy. How you engage your audience says as much about your brand as your products do.
Consistency is a Powerful Force
The Royals have won eight straight playoff games and are eager to get back onto the field for Game 1 of the 2014 World Series. There, they’ll be using the same playbook and lineup that’s gotten them to this point.
Resist the urge to change what is working for your brand. So often, new creative, media and tactics are introduced to justify internal marketing (or agency) value. But the best brands remain consistent and harness their momentum to build an even stronger brand.
Batter Up
Sometimes, brands need an outside point of view to see their world differently. The Royals may not be the first place you’d think of to get such a view. But whether you’re a Kansas City fan or don’t even follow baseball at all, there is plenty that marketers in all industries can learn from the Royals this season.
Play ball.