THOUGHTS
&
INSPIRATION
THE LESSON FROM Club de Fútbol América ON CREATING A BRAND THAT YOU LOVE OR HATE
In the world of marketing, few brands manage to evoke emotions as intense and polarized as Club de Fútbol América. This team, which has left an indelible mark on Mexican soccer, offers valuable lessons on how to build a brand that is not only recognized but also provokes strong passions, whether of love or hate. 
Juan Carlos Mallet
The Power of a Strong Identity Since its founding, Club América has known how to build a solid and distinctive identity. América has clearly defined its brand personality: powerful, bold, defiant, and proud. This identity not only attracts passionate fans but also generates detractors. In marketing, this polarization can be extremely powerful. A brand that dares to be different and always maintains its values can generate rock solid loyalty. Stories That Resonate Storytelling is fundamental to creating an emotional connection with the audience. América has capitalized on its historic moments and iconic figures to build powerful narratives. From epic victories to fierce rivalries, these stories not only entertain but also reinforce the brand's identity. A good story can turn a simple transaction into an emotionally significant experience, something América masters. Projection and Presence Media presence and public projection are crucial. Besides being part of the leading television network, América has always known how to stay in the spotlight, whether through advertising campaigns, events, or controversies. It's remarkable how América is the center of attention on sports programs across any Mexican network, with several sports journalists positioning themselves as anti-America, further extending the brand's reach. This constant visibility ensures that the brand is always on the consumer's mind, an essential principle for any leading brand. Consistency and omnipresence in the media space help consolidate the brand image. Innovation and Adaptability Over the years, América has proven to be an innovative brand, adapting to new trends and technologies. From implementing digital marketing strategies to adopting new platforms to interact with fans, the club has evolved without losing its essence. The ability to innovate and adapt is vital to maintaining relevance and connection with the public, especially in a constantly changing world. Product Quality “There is no good marketing that can withstand a bad product.” This phrase comes to life with Club América. If the team did not play well or had poor results, no advertising campaign could generate the emotions it does today. América is the team with the most championships in Liga MX history, with 15 titles, including their latest victories in 2023 and 2024, where they not only won the finals but also were overall leaders of the tournament. These sports successes are the foundation that supports the entire brand strategy, demonstrating that, at the end of the day, the quality and performance of the product are irreplaceable. Conclusion Club de Fútbol América teaches us that to create a brand that is loved or hated, it is crucial to have a strong identity, tell resonant stories, maintain a constant presence, and be innovative. These strategies not only build a loyal fan base but also ensure that the brand remains relevant and significant over time. By building deeply and consistently on these principles, brands can aspire to reach the level of passion and devotion that América awakens in its fans and detractors alike. Creating a brand that evokes intense emotions is no easy task, but Club América demonstrates that with a well-defined strategy and consistent execution, it is possible to achieve it. Are you ready for your brand to be the next to generate such passions?
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