Why Manufacturing Makes a Better Super Bowl Bet

There is, shall we say, heightened interest in the Super Bowl around here this year.

And hey, why not make it even more interesting, with a few friendly wagers? Senators are betting sandwiches. Rappers are betting haircuts.

But come on now, this is a big game! Maybe it’s time for something more super, and less superficial.

That’s why we like the unique approach of the Green Bay and Pittsburgh chambers of commerce, who are highlighting their respective regions’ manufacturing strengths as the stakes in their bet.

It’s nice to see leaders seizing this public relations opportunity—because while two great football traditions are in the spotlight, their cities’ equally storied manufacturing economies are often perceived as if progress has left them behind.

The reality is that resurgent manufacturers everywhere are doing some exciting, innovative things and leading us all into a brighter economic future. And as we’ve said before on this blog, civic and economic leaders, as well as manufacturers themselves, must do a better job of sharing this industrial success story.

Bet on it: the proud industrial traditions of Green Bay and Pittsburgh will live on—and not just as relics honored by the names of their resident football teams.

The Packer Premise: There’s Green and Gold in Community Partnerships

Green Bay Packers president and CEO Mike Murphy offered a glimpse inside the Titletown organization this morning at The Business Journal’s Power Breakfast in downtown Milwaukee.

A recap focused on Murphy’s discussions of the NFL labor relations issue, but I came away with a different key theme … and a good example for just about any company to follow.

In a small market—Green Bay is by far the smallest in the league—the Packers have to be pretty resourceful to keep up with their bigger-market competition, Murphy pointed out. As beloved and legendary as the franchise is, the Pack still can’t get away with hiking ticket prices every season.

Instead, the team must be far more active in and engaged with the community.

Fortunately, no team in the league is more immersed in their home town than the Green and Gold.

n It starts with the team’s unique public ownership structure.

n It continues with its year-round hosting of tours and special events.

n More recently, the franchise has stepped up social media initiatives to connect with fans both local and national.

But perhaps most vital are the many partnerships the team has established and continues to nurture with businesses and organizations throughout the region.

Thanks to all these efforts, Green Bay is easily among the NFL’s financial leaders, despite the supposed small-town disadvantage.

The lesson for your business?

No matter how small or large your company or market, there are great advantages to be gained by fostering deep partnerships with the people, associations and corporations of the communities where you do business.

Brett’s Brand: Too Favre Gone?

So, Brett Favre caught his Jet out of Green Bay. This chapter of the Favre soap opera is closed. He’ll be back in action next month, albeit in a new town and a new uniform.

Oh, and another thing that’ll never be the same: the Brett Favre brand.

Plenty of professional-sports pundits are speculating about what the move to New York will mean to Favre’s legacy in the game. But as marketers, we’re more interested in how it will affect his reputation off the field.

As good as No. 4’s career numbers have been in some respects, Favre owes as much of his popularity to the public perception (with a big tip of the cap to mainstream media) that he’s a hard-working everyman with a flair for drama. Just not the kind of drama he created by deciding to “unretire” last month.

Significant damage has already been done to his legend, according to this Wisconsin poll. After all, a real regular guy could never get away with the presumptuous behavior he’s exhibited over the past few weeks.

Granted, Favre isn’t likely losing any sleep over his brand’s declining value. But as we counsel our clients, he really should be concerned about his rep. He’s got a brand, whether he wants one or not. If he doesn’t shape it, it’ll be shaped for him. For example, I’m sure there are plenty more (and more critical) blogs about this saga.

Time will tell if the down-home hero persona he worked so many years to establish will still hold water, now that he’s taken his ball and fled east.