Well, what do you know?? Looks like there are plenty others in line with our very own Simon Trabelsi’s line of thinking behind striving for “fans” vs. just “customers.” Enjoy the read!

Fly By Night

It dawned on me, while watching the subtle nuisances of Rory McIlroy’s golf swing – thanks to the ultra high-speed Konica Minolta Biz Hub Swing Vision camera – the extent to which marketing has invaded the world of sport. Yes we live in a time when even the camera has a sponsor.

While you may see Kobe Bryant’s US $25.2m salary as a positive or negative thing, you can’t argue that marketing has turned many sports into big business. However, and this is a reoccurring theme, in a rush to turn loyalty and entertainment into profit, marketing has overlooked the very thing that enables these astronomical numbers – the fans.

Today a customer is no longer enough. A customer won’t recommend your brand, or share your link on facebook. A customer won’t give you feedback for free or suggest new ideas. A customer won’t forgive you for failing but a…

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