Chicago Cubs

ORLANDO – We hear so much about the consumer journey and how brands need to follow it carefully. But what if it’s the brand’s journey that is the dominant marketing narrative? In the case of the Chicago Cubs baseball team, you take it one season at a time, be honest and transparent with fans and […]

ORLANDO – Some customer journeys are longer than others. Consider the plight of Chicago Cubs fans who “stayed with us for 100 years without a title,” says the team’s President of Business Operations, Crane Kenney. That ended with the World Series in 2016, triggering a change in communications strategies for the venerable Midwest sports franchise. […]