Brand success starts with choosing a destination: "Who do we want to be when that moment…

The key to driving brand success is choosing a destination and knowing what you will represent when you get there.

Flashback to 2017: I’m in a conference room with the team owner, discussing baseball plans and timelines. Then we asked the pivotal question that’s at the heart of CUENTO Marketing (opens the CUENTO site in a new tab)’s work today:

Who do we want to be when that moment happens?

To frame the conversation, we showed a black-and-white picture of the ballpark with fans going wild and asked, what colors should this picture be?

We dug into fan research, identifying which brand characteristics would resonate most with our fans and community. From there, we crafted a brand destination that went beyond uniform colors—those colors represented a deeper story.

Years later, walking into that same building and seeing that once-black-and-white picture now fully colored, both in print and in real life, was surreal.

Congrats to my friends still pouring everything they have into the Padres and this amazing city! 🤎💛

#WhatsYourCUENTO

#BrandStrategy #FanEngagement #Padres #SanDiego #BrandSuccess #CommunityImpact #VisionToReality Major League Baseball (MLB)