The Real Winners of March Madness: What Brands Can Learn

By: Nathan Shield, Account Coordinator

As March Madness rolls around, one thing is guaranteed. Someone will cut down the nets and a new champion will be crowned. But let’s be honest. Give it a year, five years, or a decade, and most people won’t remember who won it all. What they will remember is the Cinderella story. 

Every year, without fail, there’s a team that captures the nation’s heart. It’s usually a mid-major school that most people hadn’t even heard of before the tournament started. And yet, here they are, on the biggest stage, taking down one of the tournament favorites. They don’t have the biggest budget, the highest-ranked recruits, or the most polished facilities, but none of that matters. We remember them not because of the trophy they probably won’t win, but because of the raw emotion, the underdog fight, and the impossible run that made us feel something. And if you think about it, marketing works the same way. 

Big brands, like powerhouse teams, have all the resources in the world. But the ones that truly stick with us, the ones we talk about, root for, and tell our friends about, aren’t always the biggest. They are the ones with the most compelling story. 

When Loyola-Chicago made their Final Four run in 2018, it wasn’t just about basketball. It was about Sister Jean, their 98-year-old team chaplain, sitting courtside, praying for her team, and winning over millions of fans in the process. When Saint Peter’s knocked off Kentucky in 2022, it wasn’t about strategy or scouting reports. It was about a tiny school from New Jersey toppling a giant, proving that heart and hustle could rewrite the script. 

We remember these teams because they made us care. They gave us drama, inspiration, and something to believe in. Great brands do the exact same thing. 

So what can businesses learn from March Madness? You don’t need the biggest budget, the longest history, or the most polished resume to win over your audience. What you do need is a story worth telling and a reason for people to root for you. Whether you are a scrappy startup going up against an industry giant or an established brand looking to reignite your spark, success isn’t just about being seen. It’s about being remembered.