Courage Brands March Madness

Does your brand have what it takes to not only make the Courage Brands March Madness bracket -- but dance towards Final Four glory?

Outside of family birthdays, there simply isn’t a better time of year than March Madness. Nostalgia fully takes over as I recall myself at a younger time sneaking in a radio into my high school classroom (Sorry Mr. Miller) to ritually listen to the NCAA Tournament. Back in the day, the opening round of games was a national holiday with my crew. Bracket tracking was at an all-time high while productivity resided at a nationwide low.

In the spirit of honoring Courage Brands all across America, I wanted to reveal the first ever ‘Courage Brands March Madness’ bracket.  A bracket full of the very best Brands in the country, each displaying a deep belief system rooted in their brand DNA. 

We have a lot to cover. So without further ado, let’s get into it starting with the action-packed West. Note: Don’t agree with something here? Take it up with the committee!

WEST

From top to bottom, the West is simply stacked with high-flying, elite Courage Brands. It reminds me more of the NBA’s Western Division, with some of the planets most modern brands roughing each other up just to have a shot at competing in the Final Four. Whoever makes it out of the West will certainly be battle tested. 

ROUND 1 // WEST

Nike (1) v Snapchat (16). Nike is the Duke of the West. Fiercely competitive. Sound leadership. Full of swagger. Snapchat, like their product, has a tendency to disappear late. Look for Nike to win easily.

Disney (8) v LinkedIN (9). Disney is as playful of a bunch as we’ll see in the field. While they come in as an animated batch of characters, LinkedIN will take a much more professional approach. LinkedIN breaks Disney’s story and seed.

Netflix (5) v Tesla (12). Netflix is hard to compete with in night games while Tesla is on autopilot where perhaps they shouldn’t. Netflix plays on.

Google (4) v Microsoft (13). The bank is always open for Microsoft as a precision expert known for mastering "windows". But they’re searching for answers against the relentless Google machine that does no evil in the opening round.

Facebook (6) v SpaceX (11). There’s still so much to like and heart about Facebook. Though SpaceX wishes they were performing at galactic levels, they have yet to truly prove themselves. Facebook grounds the X and gets the thumbs up.

Amazon (3) v AirBnB (14). The foundation is set in the very near future for AirBnB, but Amazon is prime to make a deep, long run in the tournament now. Ship this one to Amazon.

Starbucks (7) v Uber (10). There might not be a more consistent performer in the country than Starbuck’s as they simply never take a play off. Uber has impressively turned around their brand. Though it has been a heck of a ride, Starbucks stays hot here.

Apple (2) v MedMen (15). Let’s give credit where credit is due: MedMen is a diaper dandy whose successful season finally goes up in smoke vs the cash-money creative wonder. 

ROUND 2 // WEST

Nike (1) v LinkedIN (9). The Beaverton bunch do what they do and never notify their opponent that they’re ruthlessly for real. LinkedIN simply won’t get the job done against the Shoe Dogs. The swoosh moves on.

Netflix (5) v Google (4). Google doesn’t hit the glass and the binge factor is in full effect as Netflix streams in the 3 ball. Netflix it is.

Facebook (6) v Amazon (3). Two of the big four collide way too early in the dance. The Zon’s bench is too much and they ultimately post-er-ize the Zuck. Facebook, never at peace with their seed, provides no comments after the game.

Starbucks (7) v Apple (2). Though coffee is for closers, Starbucks keeps too much in their reserves. The Cupertino kids design the perfect game plan to power through to the Sweet Sixteen.  

SWEET 16 // WEST

Nike (1) v Netflix (5). “The cowards never started and the weak died along the way. That leaves us, ladies and gentlemen. Us.” In a team pep talk like no other, Phil Knight profoundly shares his Shoe Dog wisdom in a feeble attempt to not have his brand overlook cutting-down-the-network killer Netflix. But Reed Hastings relishes this moment. Hastings, who has been on record saying Netflix is a sports team (not a family), finally gets the opportunity to prove it. Nike, who had been on a performance tare (See: stock price), sheds a tear when their bracket dreams are ripped apart like a Zion shoe. Underestimated, Netflix goes through.

Amazon (3) v Apple (2). Match of the tournament. A luxury of literal riches taking center court. Even with Amazon’s plethora of 5 stars, in the end, Apple turns in another genius performance. The magical Apple march ensues. 

GREAT 8  // WEST

Apple (2) v Netflix (5).  It all comes down to two teams that really don’t play nice with one another. For all those who say Netflix isn’t a brand, it’s clear they stick to their game and understand their role in the lives of consumers better than just about anyone else. But when it comes to this Velvet Buzzsaw of a match up, Apple is simply too innovative with their screen games. Apple does what they’ve always done, made their complicated game look simple.

Apple represents the West in the Final Four. 

SOUTH

From travel, to eats, to media enterprises, Southern Charm fills the South bracket. While the committee clearly has a sense of humor in some match ups here, it would have been nice to see a few more first round fights between rivals (Coke vs Pepsi, UPS vs FedEx).

ROUND 1// SOUTH

Walmart (1) v Chick-Fil-A (16). Granted we haven’t seen many spicy 16 seeds in previous fields, it’s hard to win when you take a weekly day off. Thrifty Walmart is large and in charge here for a cheap win.

UPS (8) v Home Depot (9). Classic matchup of two brands whom never really waiver at what they do best. One’s a truck of a brand that relentlessly stays in their lane while the other does everything in their power to protect their house. When opportunity knocks, Home Depot busts through that first round door.

Fox (5) v CNN (12). It’s lefties vs righties in a prideful game that will leave both ravenous fan bases red and blue in the face. Breaking brackets and more bad news, there’s sadly no winner here.

AT&T (4) v Under Armour (13). AT&T is more like NC A&T. They phone it in and Under Armour wins in a landslide. Crab cakes and basketball…that’s what they do in Maryland.

Frito-Lay (6) v GEICO (11). GEICO has a tendency to go strong for 15 minutes but Frito-Lay chips away here to taste victory.

Pepsi (3) v KFC (14). Kentucky has always known how to win in March. KFC delivers clutch buckets while Pepsi is just "OK" down the stretch.

FedEx (7) v Delta (10). Delta is simply too dangerous from long range, grounding Fed Ex.

Coke (2) v Arby’s (15). The meatiest Cinderella in the ball is here to stay as Arby carves up the happiness factory and bursts Coke’s bubbles.

ROUND 2 // SOUTH

Walmart (1) v Home Depot (9). Big Box bruises up one another here. In the end, Home Depot proves their paint game is next level. Down goes the 1 seed of the South. 

Under Armour (13) v No one. No will needed. Under Armour takes the bye week win.

Frito-Lay (6) v KFC (14). Frito-Lay's impressive run has all been without a single “blue chip” on the roster. That said, the Colonel and team are finger rollin’ into the Sweet Sixteen.

Delta (10) v Arby’s (15). The lowest scoring game in the tournament has Arby is slow out of the gate. Lucky for them, this is Delta most turbulent performance in the tournament. Arby’s gets the W.

SWEET 16  // SOUTH

Home Depot (9) v Under Armour (13). The clock strikes brick city as Home Depot deals with an iron unkind performance. Under Armour, well rested after their bye week, rides the Curry 6 to do enough to advance.

Arby’s (15) v KFC (14). The pace is fast for two of the South’s heavyweight food giants. In the end, Atlanta fries their Louisville competition as KFC flies the bracket coop for good. Arby survives advances.

GREAT 8  // SOUTH

Under Armour (13) v Arby’s (15). When double digit seeds win early, it’s sheer March magic. When they show up late, especially against one another, it’s a drop in ratings. That stated, no one could have predicted an Arby’s turnaround like this. They're clearly bringing their A Game and are playing some of their boldest stuff in brand history. And with a belief system in “the meats”, their surprise Courage Brands march continues to the final four.  

Arby’s represents the South in the Final Four.

EAST

While a few new bullish brands have elbowed into the field here, it’s primarily established legacy brands with deep resources at their disposal that fill the East. You’ll see a few new brands who inspire, a few who control the purse strings and a number of content machines. It’s refreshing to see a fan favorite in ice cream crack the East as a 16 seed.

ROUND 1// EAST

Visa (1) v Ben & Jerry’s (16). Happy-go-lucky Ben & Jerry’s is the true Vermont of the east. A sweet addition to the field, they’ll keep things interesting early but will ultimately cool off and melt down the stretch against true powerhouse Visa. 

Subway (8) v Gillette (9). Gillette goes man-to-man – and, does so, wire-to-wire. They're too much for Subway who come off more stale today than in season’s past.

Goldman Sachs (5) v ESPN (12). ESPN is the UCLA of the field. They aren’t what they once were. Goldman Sachs is peppered with blue chips and are used to a high stakes, high stress environment. It’s never wise to short the moneymakers. 

HBO (4) v Warby Parker (13). Pleased to make their first dance, Warby Parker is the Kurt Rambis of the field. But they're no match for the dragon slayer. It’s a Go for HBO. 

Mastercard (6) v WeWork (11). Mastercard makes the field but won’t pays dividends against the almighty sharer in WeWork.

CVS (3) v Dick’s Sporting Goods (14). Besides Dick’s choosing to release their big guns from their arsenal, CVS enters the tournament incredibly healthy. CVS gets the win.

Verizon (7) v Peloton (10). Granted the bars are high for Verizon, underdog Peloton doesn’t take their competition sitting down. Peloton wheels into the 2nd round.

NFL (2) v TED (15). TED inspires for a half -- but, in the end, flicker against the shield.

ROUND 2 // EAST

Visa (1) v Gillette (9). Gillette's somewhat controversial pivot pays off here as the boy’s razor through the 1 seed in the East.

HBO (4) v Goldman Sachs (5). On this particular day, the bank was closed for Goldman. The throne is still there for the taking as HBO makes quick work of the bulls of Wall Street. Speaking of thrones, have you seen this?

CVS (3) v WeWork (11). CVS stays calm under pressure -- which might have something to do with CBD now being sold in CVS stores in 8 states -- and slays a physical specimen in WeWork who has enjoyed a wild 9 year ride.

NFL (2) v Peloton (10). Despite multiple players going down with concussions, the bench is too deep here for Peloton to handle. NFL chalks into the Sweet 16. 

SWEET 16  // EAST

HBO (4) v Gillette (9). The cord cutters dream of cutting down the nets stay alive here as the razor burn finally gets the best of Gillette.  Onward for HBO.

NFL (2) v CVS (3). Despite its “all heart” performance, CVS can’t keep pace with the NFL.

GREAT 8  // EAST

NFL (2) v HBO (4). The NFL has been nothing short of masterful of keeping their brand relevant year round here in America. There's almost as much attention on the off peak season comprised of Free Agency, the Draft and Training Camp as the season itself. Although the NFL doesn’t have the global reach of say the NBA, remember, this is an American tournament (yes, I went there). The NFL won’t take a knee against HBO who may have their own problems in the near future with Apple, Amazon, Hulu and many others muddying up the content space.

The NFL represents the East in the Final Four. 

MIDWEST

The more things change, the more things stay the same here in the Midwest region. From some of P&G’s finest like Tide and Old Spice to Midwest staples like pizza, cars, alcohol and fast food. A few newbies from Texas slip into the brackets, but face each other in the first round.

ROUND 1// MIDWEST

McDonald’s (1) v Walgreens (16). The neighborhood kids from Walgreens never stood a chance. Golden from the start, all five McDonald’s All-Americans serve up a stellar performance in the opening round satisfying their billions of fans. 

Tide (8) v Marlboro (9). No team goes to the stripe less than teams playing Tide. They average the least amount of team fouls in the tournament; keeping it clean on defense for 40 minutes. You’d think playing on the original Tobacco Road would be an advantage for Marlboro, but this one’s a cougher from the get go. Tide rolls on.

Domino’s (5) v Jack Daniels (12). The honey runs dry for old number 7 as they run into the Midwest pizza behemoth. Domino’s bottles up the competition.

Budweiser (4) v Old Spice (13). Horsepower and all, Budweiser runs into a pit of freshly groomed teenagers. Old Spice never sweats being wrongly seeded as they take home a victory. #Scentsational.

Ford (6) v Chevy (11). On one hand, "nostalgic America" relishes this match up. On the other, like Arizona and Indiana, this is a battle of what used to be. It’s a gritty OT game that, in the end, shows Ford going just a little further for the win.

Patagonia (3) v Target (14). It’s a peaceful protest, but Patagonia never takes the court. They choose to bow out due to Target using primarily a female dog as their mascot – who is often playing a male dog character in their commercials in Bullseye. Target advances with a small stain on their eye.

GE (7) v John Deere (10). While GE used to be one of the more innovative bunches in the field, no one does Grassroots recruiting like John Deere. The score cuts close, but in the end, John Deere mows on. 

Southwest (2) v Yeti (15). It’s a Texas two step featuring the high-flying offense of Southwest vs the built for the long haul Yeti. In the end, Yeti is a bit cooler down the stretch, pulling the upset. 

ROUND 2 // MIDWEST

McDonald’s (1) v Tide (8).  This is a Tide ad. Enough said. Sorry Golden Aches.

Domino’s (5) v Old Spice (13). Old Spice smells up the joint while Domino’s and their in-the-works autonomous delivery cars, drive themselves into the Sweet 16.

Ford (6) v Target (14). Speaking of autonomous vehicles, Ford’s recent announcement to build self-driving cars from Detroit, starting in 2021, is a welcomed shot in the arm -- but it’s not enough to tumble Target forward here.  

John Deere (10) v Yeti (15). The lawn mowers have quietly become one of the more innovative companies in the country (Google: self-driving tractors to soil monitoring sensors), but Yeti’s premium run extends here.

SWEET 16  // MIDWEST

Domino’s (5) v Tide (8).  “The Franchise” throws down the final stain on Tide; advancing forward and delighting pizza stakeholders everywhere.

Target (14) v Yeti (15). Target expected more but gets less as they fizzle down the stretch vs this surprisingly, durable Texas opponent.

 GREAT 8  // MIDWEST

Domino’s (5) v Yeti (15). While Yeti’s courageous run has transformed them from an innovative cooler company into a premium lifestyle brand, the Domino’s story is nothing short of storybook. For a company in the cheese, sauce and dough business, they propelled themselves into a fully-humming technology company. Not bad for pizza.

Domino’s represents the East in the Final Four.

FINAL 4  // COURAGE BRANDS MARCH MADNESS

Apple (2, West) vs Arby’s (15, South)

NFL (2, East) vs Domino’s (5, Midwest)

Here’s to Apple, Arby’s, the NFL and Domino’s for advancing to the Courage Brands Final Four. Each, at some point in their journey, have dealt with turmoil and/or irrelevance. Each has battled the storms to get to their meaningful hear and now. This is where my work ends and yours begins.

Who would you take to climb the ultimate Courage Brands ladder to cut down the nets? And what sits well with you? And what doesn't? Feel free to leave comments below.

RYAN BERMAN is the author of RETURN ON COURAGE and Founder of Courageous, a creative consultancy that develops Courage Brands? and trains organizations through Courage Bootcamp. Berman also founded his own Courage Brand called Sock Problems, a charitable sock company that supports causes around America by “socking” problems and spreading awareness.