I’m not going to cut and quote all that is above – folks can read that as needed. Plus, this is going to be long enough without that baggage.
In response to Optimist and others, I started to address various comments with respect to branding, marketing and the communications of Ohio and our athletic programs.
Such as the fact that NO, you don’t build a brand by giving away the product. You can generate product sampling, but that is not a brand, nor brand building. In my 30 years of helping clients, uncover, articulate and deliver relevant, impactful brands in the marketplace, giving the product away does not play into it.
The mention of naming rights. First, let’s all be aware that money is not going to the athletic department, but to the academic side. Second, that effort has no value to those sitting in an arena and very limited value to those in the community. I can assure you that as of next November, folks in Charlotte will refer to the Time Warner Arena as the “Hive” as the Hornets return. This same scenerio is going to take place in Athens. No one will refer to the field name at Pedan (remember, we are not naming the stadium, but the field), and “Convo” will live on. Where naming rights have value is in “broadcast” and other forms of communications.
Which leads to the concern that Ohio is moving ahead with naming rights without (as far as I know), having a ten-year broadcast strategy in place. As I mentioned in an earlier post, we need to look beyond broadcast as it is defined today, let alone 10 years ago. Radio/Radio stations are on life support. TV in 2014 is where radio was in 1956. The next short-term generation is going to say, “you mean all you did was look a screen, you didn’t interact at all.” Just as past generations talked about “you actually looked at the radio?”
The fact that we are worried about growing the fan base out of our footprint, when we don’t take steps to create a connection with fans within the easiest, and most valuable (long-term) customer base – our students. Get a student to support and interact with a team while in Athens and you have a fan (and donor) for life. It is why I suggested a few years ago that we hold “Midnight Madness” uptown – connect now, and you grow later.
But then I realized we have an even bigger issue than those points I just mentioned. The reality is we do not have a brand. We don’t.
“OHIO” IS NOT A BRAND!!. It is simply a name. Just as Apple, Nike and Coke (or is it Coca-Cola) are just names. A brand is more than that. “Oh, but we represent the state of Ohio.” First, that brand path is already occupied. And second, that in itself is also not a brand. That is a definition, and articulation of what we are (or want to be), but not a description of who we are -- or what we stand for. A brand is a promise of what we provide in a relationship with the customer. A brand is an articulation of what makes us, and by association those that are part of us, unique. Special. Relevant. A brand is the positive experience you have with it.
I have never heard a brand message, promise, whatever you want to call it, articulated by the University, Administraton, anyone on this board, Hell, I do it for a living and I never really gave it much thought. But if we want to move forward we need to go through the process of uncovering who we are. Steps, which I won’t bore you with, that would have the marketplace help define us (because companies/entities can deliver a brand, but the customer defines its value).
In developing our brand (not name, brand), we also need to be aware of how others are perceived. Because a key to a brand is differentiation.
So what are our core competencies? What sets us apart? I would content that part of it is that we zig when other zag. We are the ying to their yang. John Groce was revered. I would content not because he won in March, but because he “got it.” He understood Ohio, just as Danny Nee did in the 80’s. Both were a bit of renegades. Not rebellious, but unique individuals. Yea, he took us past the first round, but beating Georgetown was sweeter than beating a Georgia Tech. Took down Georgetown – an establishment team. Took down Michigan. Yes the rival state, but also “one of them.” Made it even sweeter. He won, but he also oozed “Ohio.” – individuality wrapped in a community, passionate.
He also had that “screw you, we’re Ohio” attitude (an attitude I think Christian has as well). Look at Frank. Certainly respected, but not revered (despite considerable success, especially compared to history). I would content he does not “ooze” Ohio.
Look at VCU – Why did they open the bank for Shaka Smart. Yes, he wins, but he also personifies who VCU wants to be: Intelligent, urban, cutting edge, youthful, hip. Want to run an ad for VCU – put Shake in front of a camera.
We don’t have a brand, I have not seen it defined, and certainly have not seen one communicated – by the University, Administration, anyone. Want some proof. Look at those ridiculous promos we run during games. Yes, they are boring and poorly produced. But they are also embarrassing. -- Embarrassing because they are like everyone else. And we are not like everyone else. (zig/zag, ying to yang).
I’m not implying those competencies alone define us. There is so much more. Want to capture “OHIO,” put a few cameras on Court Street on Halloween and stream the video. More alumni will watch part of that than any game versus any opponent. Not because of the partying and alcohol (which is what the Administration sees), but because of the individuality and social “togethering” that is also part of who we are.
Bottom line, we can talk naming rights, call in radio shows, internet broadcasting, etc., etc., etc. all we want. But until we define who we are and what we (and therefore, those that associate with us) are about, we are simply throwing mud at the wall to see what sticks.
“OHIO” is not a brand. It is simply a name, a moniker. Who is “OHIO?”
Finally, I am going to move this post to a new thread because the topic has hijacked a thread that should be for Ric. And it is doing a disservice to him. God Speed in your recovery Ric. Your passion, commitment and heart make us proud.