Skip to content

And Once More, Deflategate: Can A Brand Win & Lose At The Same Time?

And Once More, Deflategate: Can A Brand Win & Lose At The Same Time?

We all know I’m a Patriots fan, right? That being said, I’ve been less than enthusiastic about how the Deflategate scandal has been handled, particularly from a marketing perspective.

Things haven’t been fantastic in the interim; the entire saga has dragged on and on in the public eye, negatively impacting several brands, including Tom Brady’s, the Patriots, and the NFL’s. Now a judge has overturned the NFL’s suspension of Tom Brady. The NFL has announced it will appeal the decision.

I’m just ready to hear somebody say “Game Over!” We have a situation here where it looks like each party is so determined to be right that they’re acting in a way that’s ultimately not in anyone’s best interest. There’s definitely some controversy-fatigue being expressed. And while there is a portion of the Patriots fan base who have grown more devoted to the team during this scandal, there’s a portion who finds themselves not nearly as enamored as they used to be. Damage has been done to the brand relationship.

But so has good. Ben Shields, writing for USA Today points out that the ongoing reality-TV style drama has increased fan engagement online and on social media. He projects that TV ratings will be higher than ever before during the 2015/16 season, generating increased revenue for the league, the team and the players. The brands that looked like they were losing may have, in fact, be winning.
In an ideal world, of course, none of this would have ever happened. But it has, leaving us with an important marketing question: can a brand win and lose at the same time? It comes down to understanding what your customers truly want for you, and what it takes to deliver that experience in a way they find meaningful. It’s easy to assume that Patriots fans are turning in because they love superior football, but it may be more true that they’re on board for the feeling of being part of a fan base, having a cause to defend can be as powerful as having victories to celebrate. Sometimes you lose yards before you win the big game – and that may be exactly what’s happening here.

Share This:

Book FREE Trial

We know that getting back into fitness is tough! Let us help you achieve your weight boxing workouts.

Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office