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