Fulfill Your Brand Promise Like the Champs
A brand is a promise. How a brand looks, sounds, and acts sets expectations—whether deliberate or not. We’ve all experienced disappointment when brands fail to live up to their promises. But occasionally, a brand doesn’t just meet expectations—it surpasses them.
I live just outside the city that’s home to the NBA Champions, the Milwaukee Bucks. I’m not a big sports fan, but in 2021, the energy that swept through the city felt like lightning in a bottle. The Bucks have long been part of our community’s fabric, but after the big win, the team’s gratitude and commitment to Milwaukee shone brighter than ever. From supporting nonprofits to fueling the economy and reshaping the skyline with the Fiserv Forum, their brand promise goes far beyond the court.
That promise became deeply personal last week when my son Louis, a 12-year-old euphonium player, performed with his school band at a Bucks vs. Orlando Magic game. Our family was thrilled, especially my mother-in-law, a die-hard Bucks fan. She’s so devoted that within 24 hours of their championship win, she got her first tattoo—"Bucks in Six." Naturally, she joined us for the event, despite her mobility challenges.
Navigating the logistics for her felt daunting. School groups follow strict plans, and I wasn’t sure how we’d manage. I reached out to our group contact at the Bucks, Andrew, the night before the game. It was after hours, but he replied immediately: “We’ll take care of you.”
The night of the game, on a freezing January evening, Andrew’s promise was put to the test. After arriving, we met Johnny, a staff member who brought a wheelchair for my mother-in-law. She proudly showed him her tattoo, and he smiled, saying, “That’s true love!”
Johnny then introduced us to Favian, who made us feel like VIPs. He ensured we had accessible seating for the band performance and checked in throughout the evening, guiding us to our game seats and ensuring my mother-in-law was comfortable. When the Bucks won, Fred, another team member, helped us back to our starting point with the same care and kindness. As my mother-in-law said, “Here’s my team,” and there they were—Fred, Favian, and Johnny, all ensuring our night was flawless.
The Bucks don’t just deliver entertainment; they deliver care. From marketing to customer service, their brand feels like a warm hug, not just a handshake. The team’s attention to detail and dedication rivals Disney. The Bucks promise to take care of their city and guests, and they overdeliver every time.
I’m grateful for the unforgettable night they gave us. It wasn’t just about the game—it was about being seen, valued, and cared for. The Milwaukee Bucks exemplify the gold standard in marketing and customer service, delivering on their brand promise in a way that builds trust and loyalty. As marketers and customer experience leaders, this is the level of impact we should all aspire to achieve.