This week we welcome Brian Berklich, CMO of Soccer.com and other Sports Endeavors properties. Brian talks about driving sales, building the brand, and bringing the passion for Soccer to life at a time where it's difficult to get out onto a field and actually play the game.
This week we welcome Brian Berklich, CMO of Soccer.com and other Sports Endeavors properties. Brian talks about driving sales, building the brand, and bringing the passion for Soccer to life at a time where it's difficult to get out onto a field and actually play the game.
0:25 - David introduces Brian Berklich and his impressive CV.
1:22 - Brian expresses an opinion on whom to root for in the great North Carolina basketball wars.
2:00 - How Covid has impacted soccer.com's business and how the organization has pivoted to creating joy for their customers due to the global pandemic.
3:53 - Brian talks about the company's belief system and why they exist.
6:50 - How they use co-op branding to drive their business and build the brand at the same time.
8:50 - The strengths and weaknesses of having a name that IS the category.
10:04 - Measuring the KPI’s that matter.
10:59 - Managing and targeting a number of consumer personas.
12:50 - Brian talks about the challenge of living up to the brand’s purpose and promise.
14:31 - Brian talks about bringing his branding experience to e-commerce, being passionate about the brand you’re working for, and defining brand purpose as a business driver.
18:06 - The origins of soccer.com and how the origin story permeates the culture.
22:10 - Brian talks about the brand’s “Team Captain” personality and it's iconography.
24:50 - Brian elaborates on how the soccer.com brand drives the culture.
26:22 - Brian talks about his favorite piece of soccer.com creative work from this last year
28:20 - Answering the age old question, If soccer.com was a cocktail, what would it be?