What’s in a Name?Powerful Forces Are on the Warpath Against a

Professional Sports Team Brand

Jacobs & Clevenger Case Writers’ Workshop

Direct/Interactive Marketing Research SummitBoston, MA October 3, 2015

Deborah Cowles, Virginia Commonwealth University

Jan Owens, Carthage College

Matt Sauber, Eastern Michigan University

CaseIntroduction

• Washington Redskins name controversy dates to early 1970s.

• Team owners historically adamant about not changing the name.

• Current owner Dan Snyder says “NEVER.”

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

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

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

Teaching opportunities

• SWOT/Marketing Environment Analysis

• Strategic Marketing Planning

• Direct Marketing

• Digital/Social Media Marketing

• Integrated Marketing Communications

• Marketing Research

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.

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.

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.

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

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

• 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.

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

• 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?

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.

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.

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.

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?

Should the Washington Redskins football team abandon or keep its current brand name, logo, and mascot?

The decision

Students should be prepared to develop an integrated marketing plan to support the decision they make— one way or the other.

The decision

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

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

• 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

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.

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.

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.

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.

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?

HAVE FUN !!(Or: Are you ready for some football?)