“You can’t be lovable if you’re not losers!” — Jon Stewart on the Red Sox, 10/29/07
That is exactly what is going on with Red Sox Nation. The brand identity until three years ago was The Cursed Ones. For a while after that we were The Redeemed Ones (until The White Sox took that mantle). Now, we are The Successful Ones. The first two had significant qualities that really differentiated the brand from everyone else. They also inspired huge amounts of loyalty among consumers.
As the (hated) Yankees can attest success also inspires huge amounts of loyalty, but it’s taking some getting used to here in the Nation. It’s not a bad thing to get used to — but it is different.
Before this year, wearing the Red Sox logo generally got you a certain amount of sympathy and even respect in ballparks outside of New York. Other fans recognized you as someone devoted to the sport. Someone who stuck to your team no matter what and — let’s be honest — someone who rooted for a team that always made the other teams look better. It’s easy to sympathize with fans of a team like that — they’re not a threat. This explains why people outside of St. Louis are so fond of Cubs fans. (Outside of the Midwest, most people don’t realize the antipathy between the Cards and the Cubs. A friend once said that a game between those two teams would sell out even if it was held on Christmas Day during a blizzard. That sums it up.)
Now Sox fans — and their seem to be a lot of them everywhere — are going to have to get used to being reviled. So far the team hasn’t employed any True Villains in the sports marketing sense. Sure Schilling is a blowhard, but he blows just as hard against his own team as he does the opposition.
Stephen (Smarter Than Me) Baker, puts it well:
The real problem will be not the team, but the fans. All this winning is stripping Sox fans of the shreds of humility that used to makes us so much easier to tolerate. We are in danger of collectively turning into what New Hampshire residents like to call Massholes.
Oh, how quickly we forget our four score decades of wandering in the wilderness. Well, if that’s the price of success all I can say is WAIT TILL THIS YEAR!
(BTW: Someone pointed out that the Red Sox didn’t become known as the Red Sox until 1908. Last time the Cubs won a World Series? 1908. Coincidence? I think not. So therefor the Cubs won’t win a Series again until the Sox change their name back to the Americans. While the logic is spurious, consider that I have 99 years of evidence to support it.)
Collateral Damage 