What does it take to build a great brand? Let's take an example from the sports world: what does it take to a football team to build a great brand?
The first answer should be: results. But I'm not so sure.
Let's take an example from this week.
I've just read in today's (Friday) paper that Real Madrid, the mythic spanish soccer team has scored the most points in the second part of the season in their history. Not only that, if they continue to win the three remaining games until the end of the League, they would beat all the marks in the history of the most successful soccer team in the world (Real Madrid).
This should lead us to a satisfactory perception of the situation among supporters. The surprising thing is that by reading the comments of Real Madrid fans on a couple of blogs, it seems like the team is accomplishing something ordinary. Even the coach is being judged as too tactical and many comments point out he should leave the team next year.
This is crazy. There must be something influencing the judgment of supporters that is not performance and is not availability of information either.
What is it?