How Do I Build a Successful Brand From Nothing?
Jamey Rootes
President, Houston Texans NFL Franchise
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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….the Columbus Crew Major League Soccer franchise and, currently, the Houston Texans NFL franchise. Rootes 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 – 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! The 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.
Net proceeds of Jamey's bestselling book, The Winning Game Plan, will benefit the Houston Texans Foundation where we support programs to improve the lives of youth in the Houston community.
The first thing is to understand what a brand really is.
When you have outstanding packaging but a bad product, nothing kills it quicker. The same with advertising. Nothing kills a bad product faster than great advertising.
The brand is a promise of delivery of performance at a good value for a consumer
Howard Schultz “Brands are built from the inside out.”
Think about the word customer. It’s about a customized experience. This is for ME.
Understand what your consumer is looking for and provide it better than anybody else in the world.
Apple has great products, but their packaging is spectacular…it’s that little something extra that really makes you feel special.
First thing is understand what your consumer is looking for…what are the things that they seek from you.
In terms of brand strength you want differentiation and relevance.
The Houston Texans…are we in the football business? Maybe…but we’re really in the connection business.
We have to build the greatest tailgating culture on the planet…from day 1 this 30,000 best in-person festival atmosphere was created.
We’ve sold out every game we’ve ever played. We have a wait list of 30,000.
The 3 R’s. Retention. Referrals. Related sales.
My wife’s name’s Melissa. We’ve been married for 21 years and so if my goal was to satisfy her, then she would stay with me as long as there’s not a better option. That’s what satisfaction gets you. Loyalty, people fight to stay with you.
It’s about Raving Fans… It doesn’t just happen. It takes intentional effort.
Nobody has an identity with their state like Texans. The 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. And that’s the core of our brand…how 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.…it’s so rich. Why would anybody walk away from that?
How easy is it to say thank you, but how often do people actually say it and mean it?
We’ve tried to make it more than just coming to a football game.
We want anybody who wants to be part of what we’re doing...you’re welcome…we’re always welcoming people onto the bandwagon.
Over communicate anything that’s important.
R&D : Rip off and Do better
This marketing stuff’s not that hard - Bob McNair
That’s the hardest thing letting go of the things that are comfortable. If you can’t, you can’t move forward.
Stars want to work with and for stars and they don’t tolerate sub-par performers taking up space.
Eventually if you can’t change the people, you may have to change the people.
The cockroach effect: it’s not what they eat, it’s 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. The definition is the willingness to suffer and sacrifice for what you hold dear.
Our standard isn’t great. Our standard is elite.
Success is a distraction. It is a silent assassin. Adversity is easy... Success just seeps in, you start to cut corners…you start not doing the things that allowed for your success. It’s much harder to handle success than adversity.
For every 10 players that can handle adversity, only one can handle success. I think it’s the same in life.
4 tips for handling success 1. Stay humble 2. Stay focused 3.Have a balance to your life 4. Keep going Do what you love and you’ll never work a day in your life.
https://www.amazon.com/Winning-Game-Plan-Leadership-Continuous-ebook/dp/B08MH9X5NT
www.marlanasemenza.com