Early on I scored several major coups by enlisting the aid of various Raiderettes to the cause of Raider Nation. This drove the competition bonkers as they were driven insane by the very real speed by which Raider Nation was becoming the acknowledged leader for Raider fans on the Internet, and beyond. First they lost the coveted Raider Locker Room outlet by which the image and name of Raider Nation could be advertised daily through a brick and mortar outlet. Then they lost the battle for the very hearts of Raider fans when the Raider Nation moniker started to appear on the backs of cheerleaders – WTF, this is adding insult to injury. It was a brilliant execution of strategy aimed at making the Raider Nation brand well known and adopted as a symbol of Raider fans worldwide.
OK, there may be several teasers to the real lesson of building brand identity. What is undeniable is that a product or service can fail or succeed based upon the image that consumers have in their minds.
In 1996 the internet was secondary to the traditional marketing channels that existed at the time – meet and greets with the cheerleaders!! What was becoming clear, however, is that the internet could spread news and photos on current events much faster and across a much more diverse geographical base. Instead of only fans in the San Francisco Bay Area being able to see the latest news in the local rags there was now the ability to spread this info across the globe. No one appreciated the impact of the internet in this area more than I did when it came to formulating a strategy which would propel Raider Nation to the pinnacle of success.
The photos shown here were all published on the Raider Nation website exclusively and I, in effect, became the official photographer for events that were taking place at John Vella’s Raider Locker Room. The Raider Locker Room and Raider Nation became strategic partners in spreading the Raider Nation brand. Traditional brick and mortar retail was still the predominant method of sales in 1996 but to sell to a global fan base the internet was becoming the preferred marketing and sales channel. The symbiotic relationship between most retail outlets and the internet is taken for granted now, in 1996 Raider Nation was on the cutting edge.