What Brands, Teams, Chelsea, and Culture, have in common!

The English Premier League has two games left after another thrilling season. However, as usual, with the high drama came casualties. Fourteen managers in total (so far) were sacked by their clubs, with two of those occurring at Chelsea alone. Turbulent doesn't begin to describe the season Chelsea has had, and as is always said, "the league position never lies," which reflects their challenges in so many ways.

But Chelsea is not just a Club with fantastic International players, an incredible amount of resources, a passionate and massive fan base, and trophy cabinet of incredible envy to most clubs, it also has a unique culture that is steeped in heritage, glory and success.

Looking at each of the Premier League clubs, they all bring their own sense of culture. And as Chelsea starts to rebuild and focus on finding a new manager, it's hard not to look at the personality and cultural fit of the more successful managers with their successful teams. I would argue that not since Kenny Dalglish or even Bob Paisley has there been a better cultural fit for Liverpool F.C. than Jürgen Klopp! And who could have ever imagined that a German national would win the hearts and minds and truly "get" the culture of Liverpool? Or Eddie Howe and Newcastle, Pep Guardiola and Manchester City—the list is obvious.

Culture is not static. It evolves over time as teams and brands grow and change. It is important for teams and brands to be intentional about their culture and to make sure that it is always aligned with their values and goals.

Chelsea now needs to look for the right fit, not the biggest name. Knowing Chelsea CEO Tom Glick from his days at City Football Group and then the Tepper Sports & Entertainment Group in North Carolina (Panthers and Charlotte FC), I believe he is the right man to ensure the club doesn't just run after the next big name or the right media profile, but takes the time to truly understand the cultural fit needed for the right person to be placed in charge to guide the club.

But if I'm being honest, I'm reminded of one of my many value-driven comments from my mother and will try not to "throw stones at glass houses." I've been fortunate to build several high-profile partnerships with some major organizations, personalities, and teams, so I'm very aware of ensuring the right cultural fit for any brand representation in a partnership.

Aren't brands not very similar in their required approach? Rather than being pressured into the usual largest media trend at that time or the "favored team of the chairman" approach, shouldn't we all be driven toward understanding that deep connection powered by the shared culture in any partnership? Don't we want to ensure the greatest consumer and customer engagement and interaction, rather than chasing our tails and regretting the lost investment after the fact, all for the sake of a short-term fix?

Culture is not just about values and beliefs. It is also about the way teams and brands interact with their fans and customers. A strong culture creates a sense of connection and belonging, which can lead to increased loyalty and engagement.

Too many brands do not put the hard yards into understanding the right fit, the true sense of “partnership” and what that means for both sides as opposed to a detailed set of rights and entitlements in a contract. It is a vehicle to make an impactful engagement that truly reflects who you are as a brand and how you can interact with your true consumer base for greatest value and growth.

Culture is not about perfection. It is about creating a positive environment where people can thrive. Teams and brands should not be afraid to make mistakes and learn from them. In fact, mistakes can be an opportunity to strengthen culture by creating a culture of learning and growth.

Food for thought, but I would suggest that while Chelsea starts their search for manager number four this season, brand guardians similarly start their brand partnership search question with what sport, athlete, team, club, event, media program, or personality is the best cultural fit with us and why?

With the greatest of respect to the famous, and trophy laden West London Club, brand guardians need to be saying to themselves “Let’s not do a Chelsea on this”………