Realmadrid C.F. - Brand Reposition Leads to Growth in Market Value

New Brand Position Performs As Business Governance Filter

Ambition

The most popular brand in Spain needed a passport to internationalization to further grow its fanbase, transforming supporters into customers of products and services.  Beyond the success of Realmadrid Club de Fútbol on the pitch, the business side of the enterprise had created some 65 products and sub-enterprise brands inconsistent with the reputation associated with The Badge, minimizing the power of Real Madrid reputation equity, even trivializing it.

Action

Defining the meaning people cannot find elsewhere while translating the role the Club can have in people's lives led to immersion into what makes the Real Madrid experience so profoundly great. We found that the values of the enterprise had created decades of sports success – leadership, excellence, tradition and effort – yet few knew what these values symbolized, as they had become mere words. These values had to be infused with contemporary meaning resonating in Spain and beyond. A new vision – a business organizing principle – one capable of international understanding was created, mapping to a stellar record of achievement on the pitch while speaking to the business aspirations of the enterprise: Sports Purity

Own The Conversation® Results

Real Madrid is now the #1 world's most valuable team in any sport at $3.26bn, more than doubling in market value since our work began.

Sports Purity is the new business governance filter, bridging Sports, Commercial and Social interests of the enterprise within an easily understood construct for C-level decision-making.

The Realmadrid Foundation now performs a true social role, including hosting the first Alma Cup in 2014 [Alma is "soul" in Spanish] for 11-15 year olds from schools in Spain, Hungary, Azerbaijan, Italy and Poland, nurturing the Real Madrid reputation in ways purely commercial activity cannot.

And at WHISPER, we have grown to love Fútbol.

Real football.

.

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