Make no mistake, changing the name and the brand identity of an organization; from Aunt Jemima to the Washington Redskins, is expensive and takes a great deal of time and effort to get it right. It also takes good businesses to be able to listen to the consumer over time and make decisions that can positively impact all. That is a cost of doing business that goes way beyond just market research. There are many that say the shifting of such names is an overreaction, and in the world today we keep going from one side to the other, without realizing in many cases that the middle is where the best actions take place…cooperation and listening…beautiful listening as my friend Q. Williams said in a piece we did here…is the best way to build for the future. Also for those who may be a little older and think that name changes are a result of pandering to one side, keep in mind that the goal of most businesses is to engage younger consumers and make them have brand affinity for life.
If that is the case, then the smartest, most progressive brands are the ones that realize the great value cause marketing and social responsibility are to a younger engaged consumer. So showing that you are responsive and engaged on key social issues will help build that affinity…listening and adjusting…is how the best brands stays and grow in engagement to an audience that is now not just hyper local but extremely global.
Now part of that listening on brand change comes from not alienating your core as well. We have seen countless missteps made by those who listen and react to one side or another without building, and then selling and explaining, consensus. People may not always agree with a decision, but if they love the experience, the product and the community, many times the ability to explain decisions that they may not agree with, especially when tied to what they view as “tradition” become a little easier to accept. Conversely, it is sometimes a great surprise for those “in the weeds” to see that the issue they think will divide and damage a brand about to embrace a change is not as impactful as they once thought it would be.
One of the beauties of the digital space today is the ability to listen and follow and track elements like share of voice, and social sentiment that can resonate well beyond the noise of a few. Those tools for listening and measurement did not exist a few years ago but will now be invaluable to brands as they look to adjust their outward identity. Analytics and measurement continue to become so key in major brand decisions, as well being able to adjust so small changes don’t become cataclysmic.
With regard to the Redskins as a brand, the decision to change, and to what, is one that won’t be done in a vacuum, nor is it one in all probability, that the team has ignored for years. Somewhere in ownership’s office are probably mountains of files on studies, logo designs, color changes, slight adjustments, that have been reviewed and examined time and again. How much will it cost? While ownership has been saying “never” for years, the reality is that “never” in a business like sports is something that doesn’t really exist. “Never” is “never” until the time, or the dollars, say the time is right. In this case, “never” has come from a probably combination of the times we are in, socially conscious heightening, the location one is in..an organization made of people witness change all around them and staying in some ways on the sideline…and in all reality…straightforward business. The team has long wanted to return to its vibrant inner city roots but can’t do with the name it has, and now you have massive first moving sponsors…Fed Ex and Nike and now others following along…who picked a point in time to finally take a stand. It probably came as not a big surprise to those in charge, and as colleague Yao Williams has told me…this time has just accelerated what many saw as the inevitable. There was a solid look at recent team name changes, as well as some great comments by the Lakers Jeanie Buss, in a story that can be read here, with the best comments coming around the reasons why another Washington team, the NBA one, shifted from the Bullets to the Wizards under late owner Abe Pollin (here is a summary of how that change came about and impacted the team and the city).
So, what’s next? Maybe the team drops “Redskins” and just uses “Washington football” as a bridge to finding a new identity. Maybe they go back to those traditional 1970’s secondary logos and use just the “R” or change to a “W”, blander logo until the processes, which usually take years to do (but may already be in place) plays out. One positive that a name change will bring about? Lots of debate, lots of new merchandise, lots of rebuilding of pride if done well, and maybe some karmic changes for a franchise that seems like its been in need of a reboot for a while.
Just changing a name is part of the process. The name change can also send a great message of a culture change, and in the world we are in today, the adjustment of culture, one that is respectful, inclusive and shows it is listening and making decisions as part of that inclusion, can have bigger value than the costs invested in new colors or look. While most say content is king, culture isn’t that far off the throne, now more than ever. However, that culture change finally comes about…by dollars or public opinion or a combination of both…is the most important thing. Explained well, it will be accepted, and we keep moving forward.
Happy 4th to all.
