Yankees Take A Leadership Position With Hope Week…

July 20, 2009 by Joe Favorito · Leave a Comment 

Sometimes being the premier brand in a city, let alone a country, can lead to complacency. Even in a down economy, the demand as a destination and a brand to be associated with still conveys great opportunity with little effort. On another side, the relevance of brand can also lead to a guarded stance with regard to creating partner opportunities…one which does not allow the brand to do the “extras” for attention or brand growth that others need to be successful. Also, being a brand in demand can put those involved on such a high pedestal that the downside of not being all inclusive in projects, leaving out a partner or not being able to assist all involved, can bring more negative than the positive of assisting most. So with all that in mind, the Yankees deserved some credit for creating their first-ever HOPE Week. All week the team and staff will be in the city doing community service events, all tied in with various goodwill around the city. Now some may say that this is what a premier brand is supposed to do to give back to the community, and it is true that teams do community events year-round. However for the Yankees to make a concerted effort to use the power of their brand, especially without a corporate push, to touch so many charities within one week, a great followup to all the work MLB did in St. Louis around the All-Star break, is a great move. The positioning of the events, between Sunday’s Old Timers Day and this coming weekend’s Hall of Fame induction, and during a time of year when media are looking for events (no NBA, NFL, NHL or college, and minimal NASCAR and just off the British Open) also makes great sense. A solid, well positioned week-long event for a team and its players which sometimes do not get their due for all they can do off the field.