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Can the right brand strategy popularize Major League Soccer? Borat Vs. Kazakhstan Can the right brand strategy popularize Major League Soccer?
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Can the right brand strategy popularize Major League Soccer?
 
 Yes, i have a good idea. The americam people like win, but the major soccer league dont win: poor quality. I am help a win, win in international leagues or competitions.Thanks 
ivan ruiz perez, soccer research and conseleour - June 30, 2008
 
 'Proper branding' will be sustained national team success. Like sport in any country it is the national team that has to deliver, through success, to win the hearts and minds of the US public. It is proven time and time again. However when a secondary national sport achieves on the world stage only to often it is a only a one off and therefore the grassroots surge declines as swiftly as it peaked. For US soccer to be truly adopted in the US the investment into the grassroots soccer brand and culture needs to be increased and the national team brand has to compete successfully on the world stage and sustain that success. The US have to recognize that to create Brand Soccer is a generational journey. If the national team makes a sustainable impact on the international stage in the short term the US public will begin to believe in the soccer brand, however it will be the youngsters of today who will be building that brand for the future. 
James Bickford, Director, Head of Strategy, Interbrand New Zealand - June 30, 2008
 
 Please!If David Beckham had delivered and wasdoing as well on the field as in his underwear ads then we'd be all over it... 
samantha, creative director - June 30, 2008
 
 I respectfully submit a counter to an earlier comment: that a National team needs sustained success to affect the popularity/uptick of a domestic pro league. Case in point: South Korea national team (FIFA ranking = 45) vs. US team (FIFA ranking = 21). The Korea national team hadn't scored a victory in Wolrd Cup competition outside of Asia until 2006, while the K-League avg. attendence is competitive with that of the MLS (roughly 11~12K/game).
Soccer is by far the largest participation sport in the US, but as we've seen, the league hasn't been able to translate that into 'box office' participation/success. Reason being, is branding...it's a total branding problem. Right now, the brand dialogue in the US (between "Brand Soccer" and her prospective consumers) is: pigtails, ladybugs, and doting "Soccer Moms" in minivans. While other sports/leagues, etc...give consumers a more ADULT "storyline" ("Friday Night Lights", "Bull Durham" "Youngblood", Jerry Maguire, etc, etc, etc.). 
Eric S, Marketing Manager, Gerson Lehrman Group - June 30, 2008
 
 Suggestion: MLS needs to create, develop, and nurture an ancillary brand dialogue about the sport that steers away from perpetuating the 'Bend It Like Beckham' conversation. Whether it be a handful of Rated R movies or an MTV reality show...the MLS needs to show fans and prospective fans that there's more "passion"...more "storylines", and more "drama" that goes on in a professional sport (like soccer)...other than its players signing autographs on the backs of 10 yr old.
Big soccer fan...and a fan of the MLS, but, when you can't parlay the participation of Youth Soccer in the US, into ticket sales...you need to re-evaluate your brand's "personality" and the "message" you're sending to consumers. It's an "entertainment buy", folks...so, why not adhere to some classic and holistic lifestyle brand development techniques? 
Eric S, Marketing Manager, Gerson Lehrman Group - June 30, 2008
 
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