If you've been anywhere near Seattle recently - you've met the Twelves; the metaphorical 12th player 'playing' aside our beloved Seattle Seahawks. Carved in hairstyles, illuminated on skyscrapers and painted on faces - this entire community is immersed.
I'm a fan, and I'm a brand geek. And despite a stunning loss that deflated everyone's excitement, this brand continues to differentiate with its high-road approach to everything.
No finger-pointing. Lots of people ready to fall on their sword. Unlike the athletic apparel manufacturer that blamed overweight customers for a failed product, this brand 'owns' everything; the good, the bad, and the ugly.
This is a long-term playbook. The signs still hang on buildings and homes throughout the region. Social media channels are still abuzz with supporting, loyal tributes. Sports commentators are writing about how close we came; not how badly we failed.
More than a football game, it is an object lesson about a durable brand and brand loyalty. The Seahawks know their brand and they embrace it every moment. And that is why we love them, and trust them. It's why we Twelves paint our faces.