In other words, Coach Prime is not hard to find.
Keep the main thing in focus
Or, as we might say in agency jargon, identify your distinctive brand assets and use them consistently.
Coach Prime tells his players, “You can’t play tentatively.” Marketers need to take this message to heart. Avoid just playing into category tropes and sounding like everybody else. Don’t dilute your brand with unremarkable design. Everything you do should build meaning into your brand, which also means you must be disciplined; that’s how you become iconic (the late British graphic designer Abram Games coined this philosophy, “Maximum meaning, minimum means.”)
Visual and verbal identity is what makes a brand distinct and should be rooted in its persistent truth or essence. Think about Sanders’ cowboy hat, sunglasses, tone of voice—we know it’s him even if his name’s not on the screen. These recognizable elements of his identity are mental shortcuts, communicating his independence, coolness and confidence.
The future is shaped in the moment
Author and inspirational speaker Simon Sinek talks about applying game theory to brands. Basically, be an infinite player in your marketplace and broader world, because a finite player will never beat you if you’re creating enduring value as long as they’re competing quarter by quarter.
“Enduring value” is the key phrase and also Sanders’ MO: He doesn’t focus on the competition. Instead, he invests his time and energy in the futures of the young men he’s coaching. He’s intensely present in every game, but he’s in it for the bigger picture impact. He is an infinite player to his core.
No matter what happens as the season unfolds, Sanders’ brand and the excitement he’s created has brought in an estimated $18 million in new revenue for CU in the home opener, adding enduring value to the school and the city of Boulder, as well as the team’s story and legacy. As his Buffs prepare to face off with my own alma mater, USC, in one week’s time, I find myself reflecting on the power of belief—Coach Prime’s mantra—and why we as human beings watch and love sports so much.
And the reality is, it’s simple. Great athletes move us at a cellular level. They connect us to greatness, to the stuff of legends, to their transcendent immortality. They give us a reason to believe in our own potential, forging an intense emotional connection to individuals, teams, communities, cities and countries.
