Recovering a brand identity from a disappointing rut was a challenge for Dan Harbison and the digital team behind the Portland Trail Blazers, but a fresh strategic approach helped the team come back in a big way. From IAmATrailBlazersFan.com to Trail Blazers TV, the team has pioneered a new outlook for engaging their fans.
Leveraging half a dozen new platforms, connecting the community of fans, and humanizing the experience, Blazermania was revived. In the video above, Dan Harbison talks about what specific tactics and tools were used to engage and inspire the passionate community of Portland Trail Blazer fans over the past 5 years, and what he sees playing a key role in the future of the brand.
Both videos mentioned in Dan’s talk can be found on the Portland Trail Blazers YouTube page.