Author: Futurescale

The psychology of winning. A marketing analysis of the Bafana Bafana supporter turn around.

Background

As with some, I have not been invested in the Bafana Bafana games – I know… absolute blasphemy!!! But, hear me out, I am at this point because my interest has waned over the years – that “I’ve lost my passion, it’s not you but me situation”.

I will have you know that, I was a stonch football fan when younger- greater influence was because I grew up playing with boys who immersed me into a group that rode bikes, fast, played tons of soccer on the dusty grounds with metal or two brick goal post and would literally hunt for either birds or “dimbiba” to braai them with the help of my late uncle when our hunger pangs where unbearable. I also got a watch made from saliva and soil – still have the mark to show for it on the back of my hand ( had to share).

The Awareness

Over the past weeks, I’ve noted that, when the soccer tournament started there was little to no excitement about our team (general observation on all platforms) because we expected that they would lose – creatures of habits.

I sit here with interest as this narrative has now changed after the two wins – we even got a last minute request for the kids to be brought to school wearing a “Bafana Bafana” shirt.

The recommendation

So, I looked at this change of heart in two ways which are Marketing and personal perspective:

From a personal perspective, I continue to learn that people always want to be associated with winners. Should you not be of significance, you become a nonfactor and only your parents, siblings and a handful of friends and or coach will think otherwise. So “Charley”, in life you gotta be a winner so, people can wear T-shirts with your name on them and excitedly cheer for you until you lose.

From a Marketing perspective, this is also an insight for big and upcoming brands. Customer loyalty is fleeting unless you understand their psychology and what serves them. You lose = You lose and You win = You win.

Dropping the mic

A late congratulations to “Bafana, the boys” from me. Wishing you another win on Wednesday so, more people can buy your jersey, start meeting at pubs/swanky drink spots, singing together in your name.

A Personal and Business Perspective

There are still questions such as “what’s in a name” when deciding on a name for one’s business or solution? Whether it’s a child, a bride, or a new venture, naming is a deeply personal matter and important for your business.

From a personal perspective, a name represents our aspirations, experiences, and motivations. When we named our agency, we chose a name that symbolises our future and our unwavering ambition to grow.

Factors to consider:

However, there are other factors to consider when naming a new business, despite the common advice to avoid emotional attachment to startups.

In our research, we found that naming strategies typically fall into two categories: creative or practical.

We found that, it’s important to think about the impression you want to leave on your target audience.

Choosing a name involves weighing the benefits of a creative name that stands out versus a practical name that is easier to understand and remember.

Here are some examples:

**Businesswomen’s Association of South Africa** (Practical)

**Lift airline** (Creative)

When choosing a name for your business, consider the following:

1. Is it memorable and distinctive?
2. Can customers easily understand what your business is about from the name alone?
3. Will the name support your growth potential, as demonstrated by the brands like Woolworths/Pick n Pay?
4. Will it allow you to price your solutions correctly
5. Will it attract the clientele you are after

When selecting a name for your brand, it should align with your brand identity and business goals. A meaningful and successful name is important. Feedback from others and careful consideration can help make the right choice between a creative or practical name.