Whether the Cubs go deep into the postseason or not, they’ve gotten Chicago excited again by sitting near the top of their division for the past few weeks.
As a lifelong White Sox fan, it feels strange writing about the Cubs. But from a marketing perspective, the Cubs are in an enviable position, regardless of where they stand in the standings. They are the sole owners of a clear position in the minds of baseball fans: “The Loveable Losers.” This brand is one of the strongest in all sports. In fact, it transcends even the world of sports and extends to the general population. Ask anyone about the Cubs and most will respond with a comment about the team’s record of futility.
I believe the Cubs’ position as “lovable underdogs” is critical to their continued financial success. In fact, from a marketing perspective, the most important thing the Cubs can do … is keep losing.
Until 2004, the Cubs shared this position with the Boston Red Sox. We all know what the Red Sox accomplished that year. Then in 2005 the White Sox, the only other team with a similar futility record, won it all. That left the Cubs alone in their category. They have acquired what most companies try but rarely achieve…sole ownership of a clearly defined position.
To effectively brand your product, you must possess a position in the mind of the customer. To own that position, you must find a way to differentiate your product from the competition. The Cubs own the “underdog” position, and that has tremendous value.
Cubs fans proudly aim to stay with the same team that has disappointed their parents, grandparents, and great-grandparents. That kind of customer loyalty is something that marketers spend a lot of time and money to achieve.
The ultimate expression of such loyalty is when customers associate with your brand. When they buy what you sell, you have succeeded as a marketer. But when you change what you sell, prepare for tough times ahead.
That’s why the Cubs must keep losing. Once they win the World Series, they lose their point of differentiation. Their long tradition of losing, passed down from generation to generation, is erased. At that point, they become just another team trying to get back to the World Series. Customer expectations will change. Will be expected to win. The “badge of honor” that Cubs fans have worn for 99 years, for sticking with them through thick and thin, is fading.
Ask Red Sox fans how things are now, more than two years since they won it all. It’s not the same, they say, it feels different. The curse is gone and with it, their point of differentiation. For the White Sox, it’s an entirely different situation. They never had the “lovable loser” brand. The reasons why could fill another column.
At the end of every baseball season, when the Cubs evade another World Series victory, their loyal fans yell, “Wait until next year!”
Be careful what you wish for, Cubs fans.
