Your Iconic Image : How Do I Build a Successful Brand From Nothing?
Jamey Rootes has been an impact player in the sports industry for over two decades. He has led the start-up of not one, but two professional sports teams that are both still thriving enterprises today\u2026.the Columbus Crew Major League Soccer franchise and, currently, the Houston Texans NFL franchise.\xa0Rootes serves as the President of the Texans and under his leadership, the Texans have consistently been recognized as one of the most valuable professional sports franchises both in the NFL and globally. Also, the Texans extended their sellout game streak to 185 consecutive home games \u2013 a Houston NFL record. Rootes maintains an active role in the community by serving on the Board of Directors of the Greater Houston Partnership and the United Way of Greater Houston, both of which he previously served as Chairman of the Board. Jamey is pleased to announce that he recently became an #1 International Best Selling Author!\xa0The Winning Game Plan: A Proven Leadership Playbook for Continuous Business Success, released on November 10, has become an International Bestseller on Amazon, the WSJ and USA Today.
The first thing is to understand what a brand really is.\xa0
When you have outstanding packaging but a bad product, nothing kills it quicker.\xa0The same thing with advertising.\xa0Nothing kills a bad product faster than great advertising.
The brand is a promise of delivery of performance at a good value for a consumer\xa0
Howard Schultz \u201cBrands are built from the inside out.\u201d
Think about the word customer.\xa0It\u2019s about a customized experience.\xa0This is for ME.
So to the extent that you understand what your consumer is looking for and you provide it better than anybody else in the world, your brand will be great.
Apple has great products, but their packaging is spectacular.\xa0When you put those two things together\u2026it\u2019s that little something extra that really makes you feel special.
First thing is understand what your consumer is looking for\u2026what are the things that they seek from you.
In terms of brand strength you want two things differentiation and relevance.\xa0Be different in a way that matters to people\u2026if you can be different and relevant, you own a unique place in the consumers mind.
John Paul DiGioria \u201cI never want to be in the sales business.\xa0I want to be in the reorder business.\u201d\xa0You want your product to be pulled toward your consumer because you\u2019ve done it in a way that matters, you\u2019re different than the other things that are out there..you own that unique position that is so incredibly valuable.
It\u2019s all about creating the basis of competition.
The Houston Texans\u2026are we in the football business? \xa0Maybe in some ways we are\u2026but we\u2019re really in the connection business.
Tailgating was never allowed here in Houston\u2026We have to build the greatest tailgating culture on the planet\u2026from day 1 this 30,000 best in-person festival atmosphere was created.
This is my Sunday vacation and that\u2019s the way it\u2019s turned out for the last 20 years.\xa0We\u2019ve sold out every game we\u2019ve ever played.\xa0We have a wait list of 30,000 and Houston was never like that before.
You\u2019re built for the fans.\xa0You\u2019re built for your customers.\xa0So to the extent you can own the voice of the customer and understand and track over time what they\u2019re looking for whether that\u2019s making improvements to what you\u2019re providing to them or the real magic is when you\u2019re providing something in addition\u2026they trust you for this so they try you for something else.
The 3 R\u2019s.\xa0Retention.\xa0Referrals.\xa0Related sales.
My wife\u2019s name\u2019s Melissa.\xa0We\u2019ve been married for 21 years and so if my goal was to satisfy her, then she would stay with me as long as there\u2019s not a better option.\xa0That\u2019s what satisfaction gets you.\xa0Loyalty, people fight to stay with you.
It\u2019s about Raving Fans\u2026the fans that will go out and tell other people about how exceptional the experience is.\xa0It doesn\u2019t just happen.\xa0It takes intentional effort.
We did tons of focus groups\u2026nobody has an identity with their state like Texans.\xa0The challenge was, how do you represent it.
The 5 points in the star in the bull head represent what people said over and over about what it meant to be a Texan..pride, courage, strength, tradition, independence.\xa0And that\u2019s the core of our brand\u2026how can we operate in a manner day to day that is consistent with Texas?
Every game is going to have a different feel, a different celebration.
Each year we would throw in a few new traditions.
\u2026it\u2019s so rich.\xa0Why would anybody walk away from that?
People look forward all year to Battle Red Day.
How easy is it to say thank you, but how often do people actually say it and mean it?
We\u2019ve tried to make it more than just coming to a football game.
We\u2019re a big deal, but we are home town humble friendly.\xa0It\u2019s like Houston.
Just because you are a major sports brand, you don\u2019t have to act like it\u2026.we want anybody who wants to be part of what we\u2019re doing...you\u2019re welcome\u2026we\u2019re always welcoming people onto the bandwagon.
Over communicate anything that\u2019s important.
There\u2019s so much when you\u2019re launching a professional sports franchise.
The get better mentality.
R&D : Rip off and Do better
This marketing stuff\u2019s not that hard - Bob McNair
Leveling up: Letting go of what you\u2019re currently doing.\xa0First you have to create capacity.\xa0Take some things\u2026.and put them onto somebody else.\xa0\u2026That\u2019s the hardest thing letting go of the things that are comfortable.\xa0If you can\u2019t, you can\u2019t move forward.
Stars want to work with\xa0and for stars and they don\u2019t tolerate sub-par performers taking up space.\xa0
People typically don\u2019t fire themselves.\xa0You counsel, you counsel, you train, you develop.\xa0Eventually if you can\u2019t change the people, you may have to change the people.
You have to have great discipline to ensure that your relationships are efficient.
The cockroach effect: it\u2019s not what they eat, it\u2019s what they spoil.
The non-negotiables 1. Great work ethic. 2. Have a winning attitude. 3. You have to be committed to the values of our organization.
We are here to win championships, create memorable experiences and do great things for Houston.
PATI : the latin word for passion.\xa0The definition is the willingness to suffer and sacrifice for what you hold dear.
Our standard isn\u2019t great.\xa0Our standard is elite.
Success is a distraction. It is a silent assassin.\xa0Adversity is easy.\xa0Adversity punches you in the face.\xa0Success just seeps in , you start to cut corners\u2026you start not doing the things that allowed for your success and you just have to fight that.\xa0It\u2019s much harder to handle success than adversity.
For every 10 players that can handle adversity, only one can handle success.\xa0I think it\u2019s the same in life. \xa0
4 tips for handling success 1. Stay humble 2. Stay focused 3.Have a balance to your life 4. Keep going\xa0
Do what you love and you\u2019ll never work a day in your life.
Linkedin.com/in/jameyrootes
Instagram.com/jameyrootes\xa0
Facebook.com/AuthorJameyRootes\xa0
Twitter.com/jamey_rootes
https://www.amazon.com/Winning-Game-Plan-Leadership-Continuous-ebook/dp/B08MH9X5NT
www.marlanasemenza.com