Why Apple and the Green Bay Packers are so much alike

My Packers stock certificateThanks to Santa, aka my wife, I'm now the owner of an NFL team. OK, part owner of the Green Bay Packers, courtesy of a recent stock sale the team unveiled to fund stadium improvements. I've been a diehard Packers fanatic since 1971, and this gift may go down as one of the best ever. 

For $250, plus shipping and handling, I now own one share in the team, for which I get a nice stock certificate, access to the company's annual shareholder meeting, and discounts at the Packers Hall of Fame. Unlike a publicly traded stock, this certificate cannot be sold or traded and has no direct monetary value.

Critics of the Packers' stock sale/purchase ask, "Why would you pay $250 for something that's not worth anything?" It's a valid question but assumes the stock must have a market value instead of the enormous sentimental value that has driven the sale. 

Diehard Packers fans can speak passionately about why being a shareholder is worth $250 or more, but just in case any of them may have forgotten, the Packers have done a masterful job of reminding their fans why they and the organization are special, and not just because Green Bay is the only publicly owned professional sports team in America. 

With the stock certificate comes a "brand book" -- a small CD-sized booklet that eloquently reminds the owner of the things -- big and small -- that make the Green Bay Packers different than any other pro sports franchise in the United States. 

In 28 easily read pages filled with big pictures and short sentences, the stockholder is quickly reminded why their $250 investment is far more than a piece of paper. 

Case in point:

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