Reason #22 we should go to Thailand: We know how to brand

After Amber wrote an excellent blog about our understanding of social networking, I think we're ready for another academic piece, but this time, I would share my knowledge of branding and how that makes us the perfect Ultimate Thai Explorers.

To my Uncle Dennis who works as a cowboy on his own ranch in Idaho, branding has an entirely different meaning, especially to the cattle which roam his plains. As a grad student in sports management branding encompasses my life and my research.

The utilization of Web 2.0 in brand management is key to understanding my research. In fact, that's one of the reasons Ambi and I made our Colts travel vlog. Sure we tried to flex our muscle when it came to showing what we can do with a tankful of gas and a digital video camera, but the another purpose of the vlog was to show how adept I am at branding.

That's right, I am a brand: the Dreadhead. Just by being my wild and crazy self at the games, I have created a "character/superfan" with brand awareness and brand equity, far beyond what a normal fan could do. As witnessed in the video we posted, you can see fans flocking to have their picture taken with me.

"But why, Theo? Why do other fans care about you, when you're not even on the field?" It's all part of the brand awareness. When you are at the market and see a recognizable commodity, be it cola or bread, or even toilet paper, the more aware of the brand you are, the more likely you are to buy it. The greater degree you trust the brand, ("Wow, Smucker's makes delicious strawberry jam!") the more likely you are to buy it.

The same goes for the Dreadhead. I actually never set out to become a commodity, a usable good, if you will. I was just at the games like anyone else, trying to get on the Jumbo-Tron and get the other fans excited about the game. But as I got on the screen more and more (usually 3-5 times a game), people began to recognize me (psst... brand awareness) out and about Indianapolis. When I was picked as the "Fan of the Game" and included in the official team video, I had equity, value. I was an identifiable quantity, and people started to ask me to sign autographs and pose for pictures at a rapid pace.

The Dreadhead now poses for pictures with at least a dozen people a game. I never get tired of it, but must admit that I am strangely fascinated by it. I'm not famous, just recognizable, as in "Oh, I think I saw the Dreadhead at Chili's last week!"

I have cultivated this image, and people have come to recognize it. It's really beyond "the big guy with dreadlocks who headbangs." The Dreadhead is recognized for his passion, his energy, and his loyalty to the Colts.

Let me end with a message for the Tourism Authority of Thailand: if I'm getting this much brand awareness for just being me, imagine what I can do for Chiang Mai. Whoooooo!