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Hello, I'm Barbara Kahn and I'm the
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co-host of Wharton's Marketing Matters.
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I'm the other co-host. My name is
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Americus Reed and I am a professor of
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marketing here at the Wharton School.
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The NFL is creating an incredible
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community and they made a lot of
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decisions along the way that really made
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people really care about them. And one
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of the things they did that was super
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smart was create a really good
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narrative. And the way you create a
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really good narrative is you make sure
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all the teams are competitive. They made
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decisions along the way so that it
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wouldn't be that one team dominated.
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>> Let me build on that as well because I
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think Barbara's touching on a super
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important point here which is she's
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speaking on the team side. There's also
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a fan side which is super important and
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one of the things that the NFL has done
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incredibly well is to create ways in
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which the fans can become part of
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co-creating the brand.
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>> cool example of community building
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around the brand which is Trader Joe's.
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That's a really interesting brand that
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people just love. Trader Joe's has a
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very targeted consumer. They tend to be
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young people, college people or retirees
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and they tend to be more in urban
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settings and things like that. And so
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they are creating a community around a
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targeted segment. It's not like
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everything for everyone. Yeah and I
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don't know why Barbara just pointed to
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me when she said retirees but she
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[laughter] did. I'm not a retiree
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yet but yeah.
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>> Maybe you're not a Trader Joe's
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customer.
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>> this is true. This is definitely true.
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>> Cuz you're not a college student.
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>> I'm not a college student. Yes.
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>> [laughter]
