Keys to an Effective Washington Redskins Rebranding

Marketing professor and consumer behavior expert Henry C. (Hank) Boyd III at the University of Maryland's Robert H. Smith School of Business is available to expand on his comments, below, that explain keys to a successful rebranding of the NFL’s Washington franchise as it changes its logo and Redskins name.

Boyd says: “The organization now is in a pragmatic stage. You have a brand and you’re going to have a new name and logo from all of this and you’re about to build a new brand equity. But moving forward on a positive note is tricky, because Dan Snyder has dragged his feet for years, and it begs the question, ‘Why did it take so long to get here?’ So now, the organization needs to mount a campaign that signals we are not reactive in our stance but responding in a proactive manner after considerable consumer feedback. The ultimate goal is to get the naming right this time. Such brand signaling is especially significant to the younger generations that follow the team for decades ahead. You want these consumers to have positive associations with this change in their memories.”

 As “Warriors” reportedly is under consideration, Boyd cautions: “You don’t have the luxury here of taking a baby step – to take an approach that ‘maybe Warriors can be enough to make this right -- or maybe not.’ Instead, ideally you want to move as far away from this Native American connotation as possible, so you can put this matter to rest for a long time. So, in my view 'Warriors' is not a good choice here."

Boyd’s expertise covers marketing strategy, advertising, consumer behavior and political marketing. He has consulted for the NFL, as well as for the likes of ExxonMobil, Verizon and Progressive Insurance, which tapped him to help create its marketing campaign targeting Super Bowl 50 viewers.