Credit union branding lessons from the Dallas Cowboys Cheerleaders

by Colleen Cormier, On The Mark Strategies

The Dallas Cowboys have one of the most iconic brands in the country, if not the world.

How else does a franchise that hasn’t won a Super Bowl in nearly 30 years and has only gone to the playoffs 13 times since then manage to become one of the most recognized, loved and profitable franchises ever?

Even their cheerleaders – known as “America’s Sweethearts” in a recent Netflix docuseries – attract audition videos from around the world for what might be one of the most rigorous tryouts of any professional sports team. While only 36 women are selected each season, the team receives upwards of 600 audition videos annually. People want to be part of this brand.

Here’s why their brand works and what your bank or credit union branding can learn from them.

 

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