Today, we will discuss the 3 levels of emotionality of a perfectly branded Instagram photo. I mentioned the subject of this post, an Instagram photo of Leonardo Bonucci, already two years ago […]
The 3 levels of emotionality of a picture: An Instagram example
Applying the Experience Economy model to the Periscope channel of a football club
Providing a holistic experience for football fans and online followers is an undertaking that football clubs tackle at various levels of the value chain with various degrees of success. The advent of the […]
Live video broadcasting on Periscope: What’s in it for a football club?
In regard to live video broadcasting possibilities such as Periscope, Meerkat, and Facebook, sports brands seem to follow a rather pragmatic approach and broadcast ad-hoc from their facilities without an organized concept […]
The »John Terry will leave Chelsea FC« tweet: A comparison of semiotic modes – picture vs. language
Brands can create social media posts containing anecdotes, photos, videos, or other material and their fans and followers can then interact with these posts by liking or commenting on them (Vries et […]
The 8 factors that constitute the meaning of a photo: A Borussia Mönchengladbach Instagram example
As the old adage goes, ‘A picture is worth a thousand words,’ and in today’s interconnected marketing environment it might be worth even more than that. Sharing photos with friends and strangers […]
How football brands used occasion-based communication to wish a Merry Christmas to their fans and followers in 2015
As the editors at Wonderwall.com underline, ‘just as fun as waking up to presents on [Christmas morning] was waking up to all the fun social media messages our favorite celebs have been […]
The Social Media PR Strategic Program Planning Model: A Mario Balotelli Brand Example
Chris Fill and Barbara Jamieson (2006:547) define public relations (PR) as ‘a management activity that attempts to shape the attitudes and opinions held by an organisation’s stakeholders,’ and explain that organisations can […]
Comparison of Stewardship Efforts on Instagram between Manchester City FC and Juventus FC
Sport clubs have been realising that building sustainable relationships with their stakeholders is a crucial step towards strengthening their brand. Abosag et al. (2012:1234) mention Calkins (2003), who proposes that branding has […]
7 ways to use Periscope for a football club: The SporTV typology applied to videos for social media
There are countless platforms that allow football clubs to entertain their followers and interact with them. Nevertheless, a social media manager needs to take on the challenging task of assessing, implementing, and […]
#NotSportingLisbon: How the STAMP model can help keep control over the misuse of the Sporting Clube de Portugal brand name
Last week, Sporting Clube de Portugal launched their #NotSportingLisbon campaign in reference to a common problem: The club is often mistakenly referred to as Sporting Lisbon instead of Sporting Clube de Portugal, […]
Communicating the launch of a new mascot: A fictitious example of Germain, the Paris Saint-Germain lynx
A member of the Linkedin group “Sports Business Institute Barcelona – Marketing & Management Professionals in Football” posted an interesting question, which he was asked to answer as part of an interview […]
The Everton F.C. brand value and the Young & Rubicam model of brand dynamics
Brand value has become a buzzword in recent times and many managers, consultancies, and companies have started to pay closer attention to it. The fact that Madden, Fehle, and Fournier (2006) mention […]
The DRIP Model applied to Juventus FC: An alternative to the established AIDA Model
Juventus FC just claimed their 4th consecutive Italian Serie A title this past weekend, and the 33rd in their history. The club is also still competing for the UEFA Champions League title […]
The anatomy of a valuable Celtic FC Facebook post: The case of «Ronny’s Roaring 100»
Celtic FC’s «Ronny’s Roaring 100» Facebook post, published on 26 March 2015 Since the dawn of Facebook marketing, marketers have been searching for the anatomy of the prefect Facebook post – what it should […]
Manchester City FC as a «Question Mark» in the Boston Consulting Group’s Growth-Share Matrix
Today’s post is an exercise that will analyze how the brand of Manchester City FC (MCFC) performs in regard to the top 10 clubs of the Deloitte Football Money League 2015. We […]
Borussia Dortmund and Michael E. Porter’s «Drivers of Uniqueness» – Part 2/2
In a blog post I published two weeks ago – see here –, we started discussing how Robert M. Grant (2007:249) looked at differentiation and the provision of uniqueness, and at how a firm’s opportunities […]
