“We the North”. Surely you’ve heard it, seen it and maybe even felt it over the past few days or weeks. I read where Sid Lee, the Canadian creative services firm partnered with the Toronto Raptors to unite people around a mindset and pride of place. “We The North” isn’t a campaign, but an example of how an identity-shaping truth can spark a 'brand' crusade. By creating the “We the North campaign”, Sid Lee Toronto became a unique collaborator in the history of their brand identity.
“We weren’t just branding the Raptors, we were branding Canadian basketball,” recalls Tom Koukodimos, ECD and partner at Sid Lee Toronto.
How about we take a look as to what exactly we could learn from the way the Raptors defied the odds to claim basketball’s biggest prize. What they did was unite all of Canada and Canadians around the globe. They showed bold leadership. How much of us in T&T are bold enough to take that chance? Raptors President Masai Ujiri shocked the world last summer. It was the team's best season ever and not only did he fire Coach of the Year Dwane Casey, but he traded their best player. For this, he was vilified and trolled. Yet these bold moves took the Raptors from good to great. You can do the same at your venture by asking, "What is the most contrarian thing we could do to elevate our game, our standards, our lives."
It is said that Canadians are not often perceived as loud and aggressive. Okay, we as Trinbagonians cannot say the same. But like Canadians, we should also let our actions speak for us. To bring this philosophy to your startup whether it be in business, politics or sport, consider an alternative to stunts and staged antics to garner media attention: lead your promotions with factual results and let that success speak for you.
Their all-inclusive approach, bringing people together and pushing diversity was heartwarming. Raptors, as a team and as a fanbase, are extremely inclusive. Toronto is widely recognised for its diversity. Reports state that approximately half the people living in Toronto were not born there, and that diversity is a strength. Diversity can impact performance especially in cases where uncertainty and agility are high and innovation is the primary goal. So hold on, maybe it may not be such a bad thing lending a hand to persons from neighbouring countries and seeing how best we can work together for the benefit of both sides.
Accepting defeat gracefully was evident also. Did you guys see how cool Stephen Curry was while on the phone with Drake after leaving the Oracle after the loss? Life goes on. We could celebrate other people’s success and want the best for them while still be able to focus on what’s best or what’s next for us.
I'll switch over to the scenes in Minnesota for the last few days and the next few leading to Tuesday's CONCACAF Gold Cup opener against Panama. Thirty-eight men, players and staff members have been on the road together for the past two weeks, from New York to Japan to Los Angeles, Minnesota, then to Cleveland and Kansas and who knows where by early July. The Trinidad and Tobago Men's National Football Team all working at its craft, pushing themselves to the limit on and off the field in search and in hope of some glory, success and pride for themselves, family and country.
Learning to cooperate with others towards a common goal in sports is what builds character, friendship and important life skills for players and coaches. The friendships built within a team can last a lifetime for some players, and the journey of a team throughout a campaign is always memorable. Listen, there are moments when not everyone will be fond of the other. But when a team decides that it wants to be in the winner's circle or achieve something positive, personal differences are often set aside for the common good of the team.
Team sports such as football among others are physically and mentally demanding and often require heavy commitment and dedication to be successful. By the end, players who have been battered and bruised by the grind may feel a strong connection, much like brothers. Teamwork allows us to become part of something of value and teaches us how to help someone within the team when they are struggling and offer them words of encouragement when they are performing either poorly or admirably. Teamwork can also give players greater respect for one another and can build friendships that last a lifetime. We need more of this. We need more of #TeamT&T in every aspect of our society both on and off the field of play.
EDITOR'S NOTE:
Shaun Fuentes is the head of TTFA Media. He is a former FIFA Media Officer at the 2010 FIFA World Cup in South Africa. He is also currently a CONCACAF Competitions Media Officer and has travelled extensively, experiencing and learning from different cultures and lifestyles because of sport and media over the past 20 years. He is also a certified media trainer for athletes and a member of the FIFA/CIES Sport Management cohort.