As I write this post, the San Francisco Giants are up two games to one over Philadelphia for the National League Championship. Very exciting stuff for those of us who live in the Bay Area.
My business partner was at last night's game -- one among 43,000 fans, most of whom were waving orange towels or sporting other Giants branded products. I watched it on TV and was impressed by the show of spirit.
What a wonderful thing spirit is. It is a fire that burns bright in people. And the products they wear or wave is an important part of that fire. It is like the tinder that helps to fan the flames. It is a visual extension of their spirit, a way to announce to the world at large that they are a part of it all.
On a smaller scale, I see the same thing at my son's high school. In his band the kids all proudly wear their band jackets with the Terra Nova High School Band logo emblazoned on the back. At the football games you can buy tee-shirts and socks and sweatshirts and just about anything you can think of -- all sporting the football team colors and logo. I see it in all the schools that we sell these products to. It's a marvelous thing really.
Thinking about it, I am surprised that the concept hasn't migrated altogether to the corporate world. Imagine a staff that proudly displays the company colors and logos on their jackets, or wear tees or polos to off-hour events. This kind of "team" branding should be a standard practice for corporations.
If a company is about branding, then the spirit that is built through branded products is a potential flame that deserves to be fed.
Just look at that sea of orange in the San Francisco stadium -- Go Giants!
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