James Beeston '14 and his partners strategically re-branded their company this year after 10 years in business. The process – including challenges, insights, and opportunities – made for great conversation with MBA students in a Strategic Brand Management course in March.
Beeston figured it was the right time to finally put the "Bee" in Beestera. Beeston and Mike Matera '14 formed Beestera Soccer Training in 2015, one of the first companies in the country to provide one-on-one and small group soccer training. Beestera has rapidly expanded over a decade in business, and to commemorate their 10th anniversary, Beestera unveiled a modern logo as part of their brand refresh. The bee, below, is a symbol of Beestera's two core values: hard work and interdependency. The metaphor is expanded through the honeycomb pattern used on merchandise and on their website. Each hexagon represents an individual, and together they form a strong, unified structure.
Beeston engaged the class with a thought-provoking exercise, presenting two different brand statements and challenging students to determine which one resonated more. This interactive approach encouraged students to think critically about brand positioning and messaging, key components of effective brand management.
"Beeston’s return to campus underscored the impact of Siena’s business programs in preparing graduates for leadership roles," said professor Allison Turcio '06, Ed.D., assistant vice president of enrollment and marketing. "His experience and insights provided MBA students with a valuable perspective on how strategic brand management plays a crucial role in today’s competitive business landscape."
"James Beeston's visit was a valuable opportunity to see real-world branding in action and connect with a Siena alumnus. Hearing the way Beestera Soccer built their brand—from the visuals to the meaning behind the bee and hive—really connected to what we’ve been learning in class. It showed how a brand isn’t just a logo but rather it’s the story with purpose, and there's consistency behind it."
Emily Beames '24, G'25
"Having James visit our class was such a cool experience. His presentation was super engaging and it was inspiring to hear how he turned his passion for soccer into a thriving business that’s making a real impact. I really appreciated how he broke down the process of starting and growing Beestera, while also showing how important it is to stay grounded in your 'why.'"
John Lynch '23, G'25
