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Chiefs official speaks about creating brands and maintaining customers [The Daily Star-Journal, Warrensburg, Mo.]
[September 17, 2014]

Chiefs official speaks about creating brands and maintaining customers [The Daily Star-Journal, Warrensburg, Mo.]


(Daily Star-Journal (Warrensburg, MO) Via Acquire Media NewsEdge) Sept. 17--WARRENSBURG -- Bill Chapin, senior vice president of business operations for the Kansas City Chiefs, spoke to students, faculty and staff Tuesday at the University of Central Missouri.



Prior to joining the Chiefs' freanchise in 2011, Chapin worked witht he Seattle Sounders Football Club, Seattle Seahawks, Los Angeles Clippers, San Diego Padres and Los Angeles Kings.

"I've had the privilege of working for all five (major) professional sports leagues," Chapin told the audience. "I'm blessed to work in sports for almost 20 years. It's been a great profession." Chapin's duties include marketing strategy and branding oversight, market research, customer relationship management and oversight for Chiefs cheerleaders and KC Wolf.


Chapin said the Chiefs mission statement -- namely "unite our community (and) inspire our fans" -- began with Lamar Hunt and the Dallas Texans prior to the American Football League merging with the NFL in 1969.

Chapin said Hunt coined the term Super Bowl and named the Lombardi trophy.

"It should be named after someone who has taken the game to a new level," Hunt said.

Hunt crafted the idea that a small marketing team should have revenue sharing along with a big marketing team, Chapin said.

Creating a brand, Chapin said, is to think critically what the product delivers and twhat should be tge call to action.

"Think of Nike," he said. "The authentic athletic performance means if you wear a Nike brand you will feel and perform just like the person and 'just do it' is the call to action." ___ (c)2014 The Daily Star-Journal (Warrensburg, Mo.) Visit The Daily Star-Journal (Warrensburg, Mo.) at www.dailystarjournal.com Distributed by MCT Information Services

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