Future of IPL

When I did my last article about IPL, it looked like everyone wanted to be a part of the IPL gravy train. Then the controversy broke over the Kochi bid and a string of bad news about the administration that ran the event, and even more damaging reports of financial improprietary. To top it, there are even rumors that the matches were fixed and nothing seemed right about IPL. Expectedly media went to town debating the future of IPL. If media owned IPL, it would have been shut down, and the entire cricketing fraternity made to disown the game.
The real inkling of what the future of IPL may hold was answered on the evening when the final was being played. The stadium was packed to the gills, the noise was deafening, the players had the intensity and cricket being played was top class.
So in midst of the entire circus that seemed to say that IPL is over, and there may not be IPL4, the average cricket viewers have given a very clear indicator that IPL is here to stay.
Are there lessons for us to draw from the mess? What is it that is keeping the event alive? What is it that will keep the brand IPL going from strength to strength? This mess of IPL may give us clear answers in managing a brand in crisis
Continue to build credibility: the real reason why IPL is able to draw the crowd into stadiums is the belief that cricket on display is fair and is played with the right passion. It is clear in this moment of crisis that the game is not owned by the administrators or team owners or even the board, the game is owned by the players. It is the credibility of superstars of cricket that is keeping the game alive. So when the game’s biggest icon says, the game will recover the whole cricket loving public agrees
Be authentic: Any brand to create a long term following needs to be honest and open about self. The consumers constantly search for experiences that are real and authentic. The real reason why the brand IPL took off was because it promised an authentic experience. There is no doubt that the current spate of bad news will affect the following of the game in the long run. It definitely will survive this crisis, but recovery from another round of bad news may not be swift and painless
Create high standards around the brand: while credibility and authenticity are the tactics to build a successful brand strategy, there is no going away from offering extremely high standard quality and service. The more the consumers feel that the brand takes itself seriously, the more they would trust and follow a brand. High standard of service and quality is the best way to generate a buzz. It’s not the fan pages on Facebook, or the blog on website that creates the buzz, the brand generates it by offering high quality
Involve the followers: IPL is a unique brand where the users interact with the brand for just 45 days in a year. For the rest of the year, it is a dormant brand. This is a very challenging situation for the brand, especially when it is bogged down by scandals of all kinds. This becomes critical for the brand to constantly ‘hear’ from its followers and make a virtue of it. There is no better way to fight bad news than to generate good news of your own.
Well may be the league will have to put its plan to get 300 brands in its fold for a hold. May be just for a while.
Published at http://www.mediaworldbuzz.com

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