Mert Sahinoglu

Did you know the loudest football game record holder (soccer) for a single game in the world is Inonu Stadium in Istanbul ? The amazing part is that capacity of the stadium is only 32145. Consider the fact that there are over 500 football and soccer stadiums around the world with over 40000 capacity (largest being 150000 in North Korea).

What makes a small crowd become so driven?

Loyalty only happens when you feel like you belong. And belonging only occurs with the perceived value of ownership. These feelings do not necessarily occur with multi million dollar stars or flashy TV advertisements. This type of loyalty cannot be driven through a company sponsored program. It can only start through a grassroots movement in groups like Carsi, Besiktas’ unofficial fan club. Such a driven group is not only a fan base but a culture on its own. It has almost overtaken the club culture and branded it with its own. The group does not only reflect their loyalty but they have become a megaphone for taking on unique social problems of the country such as poverty, terror, etc. The brand of Besiktas is synonymous with Carsi. Does your identity have a Carsi group of its own?

Organization/Company leaders should answer these questions,

Do you have a fan base for your organization?

Does your fan base stand for something greater than your brand?

How do you support and thrive an “independent” fan base?

Do you have the right PR toolsets to ride the wave of the unruly fan base reputation issues?

Most importantly, do you have the guts to lead it?

Above questions are the nightmares that Brand Managers have. But a “perceived” lack of brand control is sometimes the differentiating factor between the great and the average. Just ask the Body Shop. Sometimes leaders like Anita Roddick (RIP) can become the leaders of the unruly fan base and make the brand something much bigger than it is. That requires a genius and faith in something bigger than you will ever be.

Your fan base should be as loud as the video below. I have yet to see such a thing in USA . It is an incredible feeling.