*The following is an excerpt from the book Brands Win Championships*
Fans of your program will deck out their homes and offices in your school’s colors and insignia if you provide them with the tools. This not only furthers their loyalty to your school, it also gets the attention of their friends and family, some of whom are potential fans. Having school paraphernalia in someone’s home or on display outside of the home (I’m a big fan of the house flag—tacky, maybe, but great for the brand) shows passion, and people are attracted to passion. Those potential fans can quickly transition to full-fledged fans if you equip their friends, whom they trust, with the right sales tools.