Chicago Cubs’ Power Branding – the W Flag

“W” might stand for the women’s room, a hotel or something more powerful. In the month of October, W can be seen throughout the city of Chicago. The “W” flag flies high, in the window of office buildings, atop cupcakes and sundaes, as baseball hats and even on pizza. Chicago Cubs’ fans are an w_flag_flying_highexcellent example of the power of branding. Even though the Cubs haven’t won a World Series in 108 years, the fervor and passion their fans demonstrate shows how a brand can capture the hearts and minds of customers.

The Chicago Tribune published an article about how American Airlines, the official airline of the Cubs, is advocating, supporting and living the Chicago Cubs’ brand by flying the W flag – literally – in their airplanes. A pilot has flown the “W” from the cockpit. A drink has been created to fuel fan enthusiasm. The Cubs have an airline and a city cheering them on.

Powerful brands create emotional connections with audiences. Brand Loyalty is the foundation of building brand Advocates. Chicago Cubs’ fans literally “live the brand” whether it’s a tattoo, a car license plate or the food they eat. Fans believe.


Not Only for Ball Players
Seeing W flags in lobby windows of office buildings lining Wacker Drive, reminds me of the 1994 movie, “Miracle on 34th Street” where New York City bands together in solidarity showing “We Believe.”

The Chicago Cubs are primed for success in 2016. Forget about the curse of the goat, black hat or other. If the energy of the Chicago fans was enough to make it not only to the World Series but then to win then the Cubs would emerge successful. Chicago Cubs’ fan believe with the energy and fervor reserved for the truly faithful. The ultimate loyalists…and advocates.

After two wins in LA, the Cubs are up a game. Games 6 and 7 are scheduled for Wrigley Field. The timing might just be right for a “W” pizza, blue and red layer cake and a sundae with blue sprinkles and a cherry on top.

What happens when the Cubs win? The “W” flag will fly…even higher.

Giordano's W Pizza
Chicago’s Giordano’s pizzeria embraces the W flag and reinterprets for pizza.

One thought on “Chicago Cubs’ Power Branding – the W Flag

  • November 23, 2016 at 1:54 am

    We can never look at this symbol the same way again. After the Chicago Cubs’ victorious comeback, we can’t escape the visual of the W flag soaring, hanging or even laying stagnant on pavements all over Chicago and many more states. This brand has been solidified after 108 years of waiting for a championship title from the Cubs. Now all the pent up frustration over the years of loss and failure, the Ws have been freed from people’s closets and hangs proudly at every corner of the field, on the streets, in front of houses. We are so proud of you Chicago Cubs! You play baseball like heroes!

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