Opinion and Commentary
The Washington NFL team has all the makings of a powerful brand and it shows with these results:
- Great name recognition
- Long and colorful history
- Easily identifiable logo
- Record-setting sales and merchandising
- Large, wealthy fan base
- Loyalty and emotional attachment from customers
- Constant reinvention to stay relevant
It remains at the top of the NFL teams in terms of season ticket holders (with a legendary 10+ years waiting list) and their merchandise, despite the team’s win-loss record, is in great demand. They generate enthusiasm, publicity (positive and negative) and loyalty. And yet, it is time to say goodbye to the Washington NFL team as we know it. It is time for a new name. This goes against conventional wisdom when talking about brand strategy and perhaps this is why the owner, Daniel Snyder, a masterful marketer, can’t quite understand why it’s time and maybe it’s why he has said he will NEVER change the name. There are some things more important than brand name recognition and though Daniel Snyder may say the name “was and continues to be a badge of honor,” in reality the name is a racial slur.
The Washington Bullets changed their name to the Wizards in 1997 to make a point about gun violence in the city. Though unintended, it was a cause marketing stroke of genius by then-owner, Abe Pollin. It was accompanied by a well-publicized name-the-team contest with a sponsor tie-in and lots of excitement and anticipation.
It’s time for Daniel Snyder (and the NFL) to take up a cause and use his marketing sense to make a name change work. He can use ideas from his neighbor the Washington Wizards or come up with a completely new strategy of his own. Many others have said it’s time including the following:
- Suzan Harjo, is a Native American who led a lawsuit against pro football, where she complained it’s time.
- President Obama said it’s time and said he would consider a name change, if he were the owner.
- Fifty U.S. Senators have said it’s time and sent a letter to the NFL requesting they change the name.
- NFL players are starting to step up with hashtag #rightsideofhistory.
LGK Marketing Communications Collective Inc. is on the list too. It’s time.
Leisa Chester Weir
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