Our Story. Our Brand.
Introduction
The Storybook
Prologue
Our Brand
Chapter One
Brand Promise
Chapter Two
Brand Pillars
Chapter Three
Segmentation
Chapter Four
Our Call To Action
The ESPN Storybook is intended to provide insights & ideas to internal teams and to all agencies that will be developing ESPN content and assets in the future. The principal objective of this book is to present our brand story. The chapters will take you through how to use our new brand promise, architecture, and segmentation, ultimately getting us closer to the fan and providing creative inspiration. Please leaf through the book for a wealth of insights and ideas, all of which are available for you to use.
Prologue
After 40 years, ESPN is, by far, the most beloved sports media brand by every key brand metric. ESPN has unmatched scale and reach. The leading sports brand in media. The #1 Most Loved and Trusted Name in Sports. 78% of fans say ESPN is the most trusted source for following sports. While 73% say they love or like the brand for sports — 9 points higher than Google (for sports) at #2. Most Recognized Name in Sports. Almost all Americans say they are aware of ESPN or one of its sub-brands (99%) — over 273 million people. The Most Important Brand to Fans’ Enjoyment of Sports. Considering all sources people use for sports, 39% say ESPN is the best source for following sports — higher than the next 20 mentions combined. A Truly Global Brand. In the average minute, 2 million people are consuming ESPN media globally. Most Socially Engaged Brand Across TWDC. ESPN is the driver of The Walt Disney Company's #1 position in social engagement among all U.S. media companies.
Les Guepes, July 1848
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THE MORE THINGS CHANGE, THE MORE THEY STAY THE SAME.
ESPN has always been bigger than a numbers game. ESPN has always meant more than massive reach or time spent. But the reality is we are living in a time of tremendous change, especially over the last five years. There are changes in sports media, changes in sports culture, and changes in identity – even Fan identity. But as much as things change around us, the more we need to stay with what we do best. ESPN’s true strength comes from our ability to make fans feel.
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To strengthen our relationship, we must show fans we care. We must...
BE BOLD 5
BE DISTINCTIVE BE AUTHENTIC BE INNOVATIVE
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Chapter One
Brand Promise
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If you don’t know where you are going, you will end up someplace else. YOGI BERRA, YANKEE LEGEND
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Our New Brand Promise Is A Spark.
A Spark To Rally Our Employees Create An Energy Around Being Bold And Showing Fans We Care. It’s About Driving A Universal Emotion.
BRAND PROMISE BRAND PROMISE BRAND PROMISE BRAND PROMISE BRAND PROMISE BRAND PROMISE BRAND PROMISE BRAND PROMISE BRAND PROMISE BRAND PROMISE BRAND PROMISE BRAND PROMISE BRAND PROMISE BRAND PROMISE BRAND PROMISE BRAND PROMISE BRAND PROMISE BRAND PROMISE BRAND PROMISE
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It doesn't matter who you are. Or where you come from. Or when it all began. If it was why you got up early or why you stayed up late. If it was from the nosebleeds or someone's shoulders. If it's because of a hand-me-down passion Or a tradition of superstition. If it's because of a curse or a miracle. If it taught you how to fail or how to fight. If it brought you to tears or to your feet. It's not about what you do or do not know. What game you have or have not seen. Or how long you've been watching. Despite our differences, we're all pulling for something. Something larger than ourselves that unites us forever. The joy. The heartbreak. The endless inspiration. It's more than a privilege. It's our calling. To ignite the fan in all of us.
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Chapter Two
Brand Pillars
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Many people flounder about in life because they do not have a purpose, an objective toward which to work. GEORGE HALAS, PAPA BEAR
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BRAND PILLARS
LEADERSHIP LEADERSHIP
IGNITE FANDOM THROUGH OUR LEADERSHIP, EXPERTISE, AND KNOWLEDGE Our brand of leadership is bold, proud, strong, and most importantly, earned. It is not boastful or arrogant. We lead by virtue of our to genuine love of sport.
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BRAND PILLARS
HERITAGE HERITAGE
WE AMPLIFY OUR UNIQUE, BELOVED AND OWNABLE BRAND ASSETS We are SportsCenter, First Take, Get Up! and The Jump. We take sports seriously, but don’t take ourselves too seriously. We show up with humor. We’re in on the joke. Our unique approach is tongue-in-cheek and slightly irreverant. We deliver it with irony, and a wink. We are authentic always.
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BRAND PILLARS
COMMUNITY COMMUNITY
WE INTERACT DIRECTLY WITH FANS, CREATING STRONG CONNECTIONS AND BONDS Our best opportunity to ignite the spirit of fandom is in person. When we show up we will show up with the very best of ourselves. We will create experiences that energize. We will design ways to talk, play, interact, and create community with our fans.
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Chapter Three
Segmentation
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Sports creates a bond between contemporaries that lasts a lifetime. It also gives your life structure, discipline and a genuine, sincere, pure fulfillment that few other areas of endeavor provide. BOB COUSY, BASKETBALL LEGEND
FANDOM. FANDOM. STANDING TALL. WHAT DO YOU LOOK LIKE TO US OVERALL?
LEADERSHIP Through our first ever sports fan segmentation we have been able to move past conventional notions of fandom and identify growth and opportunity. Fandom is so much more complex and interesting than that and with this shared understanding we can truly break down fandom into six unique segments. They are driven beyond the labels of avid or casual, male vs. female. Ladies and Gentlemen, young and old, we introduce what fandom looks like today.
TRADITIONALISTS DIEHARDS STORY SEEKERS NEW SCHOOLERS CO-VIEWERS GAME DAYERS
HERITAGE HARDCORE. CONSUMES EVERYTHING.
PLAYER FOCUSED. DRAWN TO STORIES.
YOUNG. WIDE DEFINITION OF SPORT.
BRAND SUPPORT WILL COME FROM...
COMMUNITY
TRADITIONALISTS DIEHARDS STORY SEEKERS NEW SCHOOLERS CO-VIEWERS GAME DAYERS
TRADITIONALISTS CO-VIEWERS GAME-DAYERS
BREAKING IT DOWN Traditional. Practical. Disciplined. Independent They follow hometown teams and traditional sports. They watch ESPN on TV, and are not digitally engaged. 41% say ESPN reflects me well.
BREAKING IT DOWN Logical. Artsy. Homebodies. Organized. Enjoy the celebrity and pop culture around sports. ESPN’s Big Event Viewers. 34% say ESPN reflects me well.
BREAKING IT DOWN Logical. Nurturing. Optimistic. Academic. They care about what happens on field vs. off. ESPN’s Big Event Viewers. 33% say ESPN reflects me well.
BRAND GROWTH WILL COME FROM
TRADITIONALISTS DIEHARDS STORY SEEKERS NEW SCHOOLERS CO-VIEWERS GAME DAYERS
WHO ARE THE
DIEHARDS
Diehards identify as fans inside and out, and their fandom is intense. They’re the go-to experts among their friends. They study strategy and wear team gear. Football season rolls into Basketball season and then Baseball season. Diehards arrange their days around game schedules. Because Diehards are the segment most likely to say that ESPN reflects who they are. Virtually every brand pillar speaks to them.
HYPE COMPETITION Diehards are competition junkies.
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LEAN INTO ANALYSIS Diehards demand sophisticated analysis and respect. TELL THEM HOW AND WHEN TO WATCH Diehards consume more ESPN than any other segment. FULL FAN-TASY Diehards need to be In The Know. GO FULL NERD Diehards love the stats & numbers
COMPETE AGAINST THEM Diehards need to win.
DON’T
FORGET EMOTION Just because they love scores and stats, don’t forget the passion. PATRONIZE Laugh with them, not at them. CONFUSE A DIEHARD WITH A BRO They are more likely to be dads than dudes, and 4 in 10 are women.
DIEHARDS DIEHARDS BY THE NUMBERS
SECOND LARGEST FAN SEGMENT A lot of Diehards are female, 41%. Average Age 35. WHO ARE THEY? Competitive. Confident. Outgoing. Risk-Taking. HOW THEY FAN Being a sports fan is part of their identity. Typically watch sports with friends and family. Emotionally invested and always on point. HEAVY USERS Largest part of ESPN’s audience. 41% linear contribution. LIVING IN A DIGITAL WORLD 72% say ESPN reflects them well.
WHO ARE THE
STORY SEEKERS
Story Seekers connect with their hearts more than their heads. They are drawn to players as people and the stories around their performances. While being a sports fan is an important part of their identity, its not the deeply felt, burning passion of a Diehard. They connect with sports, like the rest of their pop culture. In snack-sized bites on their phones, through apps and social media.
STORY SEEKERS STORY SEEKERS BY THE NUMBERS
DIEHARDS LARGEST GROUP OF SPORTS FANS Very Multicultural at 47%. Average Age 33. WHO ARE THEY? Hip. Bold. Athletic. Funny HOW THEY FAN Being a sports fan is part of their identity. They follow specific players more than teams. They have a large social network and like having a story to tell. STRONG FAN BASE Second largest part of ESPN’s TV audience. 23% linear contribution. LIVING IN A DIGITAL WORLD Heavy ESPN Web and ESPN Instagram users. 51% say ESPN reflects them well.
USE PORTRAIT MODE Focus on the athlete. The Individual.
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USE THE VISUAL LANGUAGE OF MOBILE AND SOCIAL TO GET THEIR ATTENTION Digital and Social beat linear by a mile. SELL STORIES The individual inspirational stories. Amplify the most emphatic parts. SHOW THEM Tell stories from all perspectives. AMPLIFY INTIMATE EMOTIONS Not always about big headlines, more about the intimate, authentic moments.
DIVE INTO THE DETAILS It’s not deep expertise and knowledge that thrills them.
DON’T
OVERSELL LINEAR TV does not work for them or speak to them. GET COMFORTABLE Constantly evolve to stay at the forefront of culture. LOOK BACK No history lessons here. Now and fresh is the story they seek.
WHO ARE THE
NEW SCHOOLERS
DIEHARDS New Schoolers redefine sports and fandom, and they see themselves as edgy, creative, and tech savvy. They are the youngest and most ethnically diverse segment. They are niche and emerging sport fans who don’t see us keeping pace with the new school.
NEW SCHOOLERS NEW SCHOOLERS BY THE NUMBERS
STORY SEEKERS GROWING PIECE OF FAN PIE
The youngest and most diverse fans. 55% multicultural. Average age is 30. WHO ARE THEY? Artsy. Trendy. Eco-conscious. Hip. OFF-PLATFORM FAN BASE 10% linear contribution. Prefer short-form video on smaller screens. ESPN REFLECTS ME WELL Brand connection has room to grow. 42% say ESPN reflects me well. LIVING IN A DIGITAL WORLD More likely to go off-platform than to ESPN website and app.
INVITE THEM IN Share their fluid definition of sport.
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NEW SCHOOL NEW ATTITUDE Get creative, and take chances on making our brand feel edgier. TAP INTO NOSTALGIA Nostalgic storytelling in and around big games. TAKE A STAND New Schoolers are ethical consumers who care about the issues and principles like equality, opportunity, and the environment.
STORY SEEKERS EXCLUDE THEM
DON’T
New Schoolers see themselves as part of the sport community. SIT STILL This is the place to crank the dial on youthful energy and agility. GO DEEP This is a segment where breadth matters more than depth. Not Rabid.
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Chapter Four
Our Call to Action
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Be Bold. If you’re going to make an error, make a doozey, and don’t be afraid to hit the ball. BILLIE JEAN KING, TENNIS LEGEND
Through our creative work, we are embracing the call to action to always be...
NEW SCHOOLERS
NEW SCHOOLERS
We hope you enjoyed our Storybook. Each chapter shows how much we love sports and connect with our fans. But, we promise, the story isn’t over, it’s just the beginning. This is a story that never ends, not as long as games are played, stories are told and fans love sports the way we do.