Sports Fandom as Brand Lesson

While delving into the important topic of “what purpose-driven brands can learn about why football fans are so loyal to their teams” and how important developing “brand character” is, Hyperakt’s Deroy Peraza slips in a breakdown of the brand idea and personality — the two elements that define brand character — of each of the World Cup’s 48 teams and of over 50 clubs playing in different leagues around the world. In a way, this is a two-for-one piece of content, sure to satisfy both designers and soccer enthusiasts alike (and fill with joy those of whom identify as both). Illustration by Merit Myers.