No generic content marketing. These are working notes — on digital architecture,
Owned Fan Relationships and what actually moves the needle in sports organisations.
Written from the inside, not the sidelines.
Lidl-Trek: Building a complete digital fan ecosystem for a UCI WorldTour team.
Brand & Story has been retained by Lidl-Trek to develop and implement a complete digital fan ecosystem — from Identity Layer and First-Party Data architecture through to platform strategy and commercial activation.
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The Relational Brand Model: why fan appropriation is the strongest form of brand building.
Classic brand models assume the organisation controls the brand. The Relational Brand Model starts from a different premise: fans build the brand.
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About the author
Dr. Ralph Scherzer writes from 20+ years at the intersection of professional sport, brand strategy and digital infrastructure — as an athlete, as Communications Director of a UCI WorldTour team, and as Digital Product Director of a top sports league.
30 minutes. No pitch. An honest conversation about whether this is the right fit.
