ESPN’s brand leap
ESPN used to be known as a great sports brand. In the last few years, it has transcended the sports label to become one of the best brands anywhere.
The company’s lineup now includes its flagship cable station, numerous specialty cable stations, a top-rated website, a successful magazine, and destination restaurants. The company recently launched its own mobile service for sports junkies.
CEO George Bodenheimer has received much of the credit for ESPN’s brand growth. In a recent Business Week profile of the company, Bodenheimer explained his own philosophy toward brand building:
- Define your mission – “We serve the fans.”
- Know what your brand is – “We view ourselves as the world’s biggest sports fan.”
- Cultivate relationships with your customers – “Talk to fans, not at them.”
- Develop an inclusive culture – “I came up from the mailroom, so I had managers who were listening to me.”
- Continually enhance your product – “We have launched three new channels in the past two years, a broadband service, and a cell-phone service.”
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