Every marketing company today endeavors to build stars. Those that can drive the market. It’s the only way to lead the market. The English premier league is a classic case of marketing excellence.The team managers literally put their jobs on the line every week with 90 minutes of do-or-die sessions . Given that some like Sir Alex Furgerson formerly of Man-U had a 20-year success record, confirms that club management is not a fluke.

Sir Alex Furgerson
Sir Alex Furgerson and his team

Behind Sir Alex’s success was his ability to identify, attract, nurture and build stars among them Rooney, Cristiano Ronaldo and David Beckham-some of the worlds highest paid players during their peak. During crucial ties and moments of uncertainty, it’s the stars that are called upon to break the stalemate. And more often than not, they rise to the task.

And what is more, they are also the cash cows in every organization. Ever wondered about the glaring disparities in salaries of members of the same team or why marketers are paid so much while the average worker who does all the work is paid much less? Stars are part of the brand.

Recall the Galacticos of Real Madrid: David Beckham, Ronaldo, Roberto Carlos and Zidane in the same team? Whereas one can fault their performance and even wisdom of lining such a glittering array of expensive stars in one team, their contribution to the organizations’ balance sheet during the same period is never in doubt. Obviuosly, the gate collections and TV rights hit the roof during their time.


In Kenya, one single factor is attributable to the success of the radio station- Kiss Fm and Classic Fm. The owner has a knack of turning practically nobody’s into celebrities. Their larger than life persona holds the audience in awe with the bucks flowing in through the marketing window.

Today’s corporate leaders must ask themselves whether they have or are nurturing stars within their organizations. Here are some tips:

1. Choose the best.
Get the best of talent. Scouting for talent is one of the most important tasks of successful football managers. Their enviable ability to spot talent before it happens is pivotal to their success.

2. You get what you pay for.
It is no coincidence that great English Premier League teams are also the highest spenders when it comes to lining up talents. Abramovich’s billions transformed Chelsea overnight into a winning machine. Never shy to pay top dollar for exceptional talent.

3. Develop a culture of excellence.
Discipline. Everyone can be an overnight success but it takes great discipline to succeed in the long haul.


Great players have left the English big three only to fizzle out in the lower ranked teams. Those who succeed in the long run have excellence as a habit.

4. Reward great performance.
In positive reinforcement theories, one gets what he rewards. Reward goal scoring players and they will give you more goals. Reward boot lickers and everybody will fall for your shoes..

5. Strive to raise stars.
Stars don’t just happen. They are developed. Deliberately. Processes such as recruitment, training, exposure and remuneration must be designed to produce stars.

6. Promote individual brilliance.
At the end of the day, a great team is made up of great individual players. Great teamwork from mediocre players will simply give an average perfomance. One can not compare the Arsenal led by Patrick Viera and Thiery Henry with the fumbling nondescripts of today. Every team needs that individual brilliance.

7. Learn to Manage stars.
Stars have bloated egos and adoring fans. Usually, they are not in dire need of the job as the competition is forever knocking on their doors. Threats of the sack just do not work with them. It takes wisdom to work with these egotistical giants. Remember, during the failure of the Real Madrid galacticos, managers were the greatest casualties.

8. Practice.
Training does make perfect. Good managers do not choose their first eleven based on sentiments other than the results from their training sessions. 6If a great player is not fit for a particular match, he is not fielded- period. No manager who dare field his a team without prior training.

9. Opportunity.
Sir Alex Ferguson had this uncanny habit of consistently playing his stars in both small and big contests. This gave them the opportunity to experience varied match challenges, build character and confidence. It also confirms his trust in their abilities. Such unqualified endorsement makes them play their heart out. Even if stars falter which is likely at the initial stages, managers should confirm their confidence in them by giving them more play time. They will rise to the occasion. Drogba did.

For great results raise stars in your team.

Article from African Market Media.

For more on branding and other topical business issues, you can reach us at: info@AfricanMarketMedia.com

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