what’s in a name? powerful forces are on the warpath against a professional sports team brand
TRANSCRIPT
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What’s in a Name?Powerful Forces Are on the Warpath Against a
Professional Sports Team Brand
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Jacobs & Clevenger Case Writers’ Workshop
Direct/Interactive Marketing Research SummitBoston, MA October 3, 2015
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Deborah Cowles, Virginia Commonwealth University
Jan Owens, Carthage College
Matt Sauber, Eastern Michigan University
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CaseIntroduction
• Washington Redskins name controversy dates to early 1970s.
• Team owners historically adamant about not changing the name.
• Current owner Dan Snyder says “NEVER.”
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Teaching opportunities
Critical thinking is that mode of thinking — about any subject, content, or problem — in which the thinker improves the quality of his or her thinking by skillfully analyzing, assessing, and reconstructing it. Critical thinking is self-directed, self-disciplined, self-monitored, and self-corrective thinking. It presupposes assent to rigorous standards of excellence and mindful command of their use. It entails effective communication and problem-solving abilities, as well as a commitment to overcome our native egocentrism and sociocentrism.
—Foundation for Critical Thinking
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Teaching opportunities
Students can hone critical thinking skills in courses such as:
• Capstone Marketing Management
• Marketing Strategy
• PR Marketing
• Direct Marketing
• Digital/Internet Marketing
• Integrated Marketing Communications
• Marketing Research
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Teaching opportunities
A “well cultivated critical thinker”:
• Raises vital questions and problems, formulating them clearly and precisely
• Gathers and assesses relevant information, using abstract ideas to interpret it effectively
• Comes to well-reasoned conclusions and solutions
• Thinks open mindedly within alternative systems of thought, recognizing and assessing, as need be, their assumptions, implications, and practical consequences
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Teaching opportunities
• SWOT/Marketing Environment Analysis
• Strategic Marketing Planning
• Direct Marketing
• Digital/Social Media Marketing
• Integrated Marketing Communications
• Marketing Research
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Origin of theterm“redskins”
• Some scholars believe that “redskins” was coined (by Native Americans) to differentiate them by the tone of their skin color.
• A linguistic analysis of 42 books published between 1875 and 1930 revealed the term “redskins” as more negative, with the “Indian” being more neutral.
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Origin of theterm“redskins”
• NFL Commissioner Roger Goodell defends the team’s name as a unifying force that stands for strength, courage, pride and respect.
• U.S Patent and Trademark Office rejects the team’s legal argument in 2014 arguing that the general usage of “redskin” placed the term in a negative context.
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Public opinion
• Two-thirds of the U.S public does not think the name is disrespectful.
• 8 out of 10 Redskins fans believe a name change would undermine support for the team/franchise.
• Barack Obama took a stand on the issue, saying the team should change its name.
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Dan Snyder faces a number of lingering concerns:
1. Potential legal and regulatory actions emanating.
2. Policy changes on the part of publishers and broadcasters regarding use of the team’s name.
3. A growing number of negative editorials in major U.S newspapers and media outlets.
4. The changing tide of public opinion.
Public opinion
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Dan Snyder considers:
1. How would this controversy affect the brand’s value in the marketplace as the third most valuable NFL franchise/?
2. Was this unwanted distraction a temporary phenomenon, or would it persist?
3. Could the team count on the continued support of key corporate sponsors?
Public opinion
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• Examples: Chick-fil-A, In-N-Out Burger, Lowe’s, The Pepsi Refresh, Starbucks, many more.
Should brands take a stand?
• The internet and social media make it more difficult for brands to avoid controversy by “taking a stand” on almost any issue.
• Intentional or unintentional, brands have attracted the wrath of disapproving consumers.
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Should brands take a stand?
• Have courage
CEOs and CMOs can no longer assume that everyone loves a "good cause." Now, they have to:
• Be realistic
• Ask hard questions
• Gather perspectives
• Be flexible
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• Most firms understand that social media can make or break consumer perceptions of their brands.
• Consumer involvement with social media makes it increasingly difficult for brands to engage in any cause or controversy without some type of backlash.
• Mr. Snyder hopes that social media and other direct-to-consumer media platforms might offer the team a way out of its lingering predicament.
Should brands take a stand?
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Powerful Forces on the Attack
• Senate Majority Leader Harry Reid wrote to NFL Commissioner Roger Goodell urging the team to change its name.
• Former U.S. Attorney General Eric Holder opposed the Redskins name and became a prominent voice against the franchise.
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Powerful Forces on the Attack
• To Mr. Snyder and his executive team, it seems as though all six of the uncontrollable forces of marketing’s external environment are on the attack against their beloved NFL franchise.
• A number of publications and broadcasters decide not to use the Redskins moniker, calling it the “Washington Team” instead.
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Redskins & Supporters Fight Back
• Fan advocates of the team (Redskins Alumni) sponsor a website called Redskins Facts.
• Website provides visitors with the history of the team, videos from Native Americans, a live Twitter feed, and an opportunity to show support for the franchise.
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Redskins & Supporters Fight Back
• Snyder launches the “Original Americans Foundation” on behalf of the Redskins brand and the NFL.
• Celebrities who support the brand make their voices known.
• Terry McAuliffe states during his campaign for Governor of Virginia that the name of the team is a business decision.
What should the decision be?
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Should the Washington Redskins football team abandon or keep its current brand name, logo, and mascot?
The decision
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Students should be prepared to develop an integrated marketing plan to support the decision they make— one way or the other.
The decision
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The SWOT analysis part of the case is a good exercise for students to evaluate the franchise’s ability to:
1. Respond to the storm of controversy about its name.
2. Formulate proper response(s) to those who are asking for a name change.
The decision
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In either case, students can be asked to:
• Conduct qualitative and quantitative research to determine if the value of the brand has increased or decreased in the past 3 years and whether the brand valuation would be harmed or helped with a name change.
• Determine what the team can learn from other brands that “take a stand” and/or from brands that have cultivated controversy to their benefit.
The decision
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• This case also sets the stage for an in-class debate because it presents an important and interesting question that can be answered yes or no.
• A debate is an excellent way to challenge students to think critically and help them develop the presentation skills required to communicate ideas effectively.
The decision
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If decision is change the name
Student research should reveal all or some of the following facts:
• National Congress of American Indians has denounced the use of American Indian names and mascots as sports nicknames and monikers.
• Many organizations have published that use of Native American names and/or symbols by non-native sports teams is a harmful form of ethnic stereotyping.
• The name “Redskins” is derogatory and insulting; the team’s association with Washington D.C. makes it sound like it is tacitly blessed by the nation.
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If decision is change the name
• Opposing groups include 23 Native American tribes and more than 50 organizations representing Native Americans.
• Some civic leaders, journalists, public officials and sports personalities have opposed of the use of “Redskins" as the brand name for the Washington football team.
• Picketing, petitioning and demonstrations by Native Americans continue to be a PR challenge for the brand.
• Legal actions have been taken to cancel the Redskins trademark.
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If decision is don’t change the name
Student research should reveal all or some of the following:
• Washington Redskins were named after their first coach, William Henry Dietz, a Native American.
• NFL team owners, players and fans support continued use of the name.
• 62 high schools in 22 states use Redskins as their sports team name and mascots.
• Based on public opinion, a majority of Native Americans are not bothered by the name.
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If decision is don’t change the name
• National public opinion polls find that a majority of the general public supports the football team’s continued use of the name ranging from 89% in 1992 to 71% in 2014.
• NFL Commissioner Roger Goodell defends the team’s use of the name.
• The brand ranks #3 among NFL franchises in financial valuation.
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Trigger Warning?
• Depending on the course, this case can also spark a debate about the requirement of “trigger warnings” for college students.
• Are trigger warnings needed in higher education?
• Are trigger warnings already having a chilling effect on our teaching?
• What do students think?
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HAVE FUN !!(Or: Are you ready for some football?)