Ironbound Action: Sports and team spirit bring different people together into one shared community. Brands can also entrench themselves into these communities by showing their support with team colors. Beverage maker Bud Light has capitalized on this opportunity through sponsored NFL team cans. Bud Light co-branded cans are so popular that super fans outside of home team markets desperately want them too. The tactic of co-branding through team sponsorships works best when reaching consumers faithfully devoted to a team.
* America drinks approximately 325 million gallons , roughly $1.3 Billion, of beer on Superbowl Sunday. Superbowl viewership peaked in 2015 at 115 million and has since been in decline with about 98 million viewers in 2019. NFL received approximately $1.4 Billion in sponsorship revenues during the 2018 season, a 5.1 % increase over the previous year.
* Harry’s grew from 0 to 2 million customers in 3 years. Currently Harry’s is worth over $1.4B. The shaving market is slow to grow at 4.6%. The key to Harry’s success was to take market share away from competitors by creating an overwhelming amount of value for customers, employees, and society.
Ironbound Action: San Francisco based Salesforce.com, founded in 1999, was the first to introduce a new 1-1-1 philanthropic extension to the business model. The Salesforce Foundation is comprised of 1% equity, 1% employee time, and 1% of their product. Since their Initial Public Offering in 2004, Salesforce stock (CRM) has soared (adjusted for splits) from $4 to $160 today. The strong stock price performance reflects phenomenal revenue growth from approximately $100 million in 2004 to nearly $14 Billion in 2019. By being in business for more than just profits, holistic value creation continues to propel Salesforce as the world’s leading enterprise cloud ecosystem.
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