WASHINGTON REDSKINSRE-BRANDING EXPLORATIONDeveloped by David Placek, Marc Hershon,Rakesh Satyal, and Alan ClarkJune 6, 2013
PURPOSE
PURPOSEProprietary and Confidential © 20134SUGGEST ALTERNATIVES TO REPLACE“REDSKINS” AS THE WASHINGTON D.C.NFL FRANCHISE N...
LANDSCAPE& ANALYSIS
AFCNFL TEAM NAMESNFCProprietary and Confidential © 20136• Baltimore Ravens• Buffalo Bills• Cincinnati Bengals• Cleveland B...
OF THE 32 TEAM NAMES:• 16 are Animals (6 birds, 4 cats, 3 horses, bear, dolphin, ram)• 11 are ”Humanistic” (Texans, Patrio...
SEVEN TEAM NAMES ARE ALLITERATIVE:• Buffalo Bills• Jacksonville Jaguars• Kansas City Chiefs• San Francisco 49ers• Seattle ...
A=0B=6C=5D=1E=1F=2G=1H=0I=0J=1K=0L=1M=0N=0O=0P=3Q=0R=4S=3T=2U=0V=1W=0X, Y, Z=0Proprietary and Confidential © 20139INITIAL ...
LANDSCAPE & ANALYSIS 10Proprietary and Confidential © 2013
LANDSCAPE & ANALYSIS 11Proprietary and Confidential © 2013
LANDSCAPE & ANALYSIS 12Proprietary and Confidential © 2013
INSIGHTS
INSIGHTSProprietary and Confidential © 201314THERE IS AN OPPORTUNITY FOR THEFRANCHISE TO STEP AWAY FROM THEHEAVILY “ANIMAL...
INSIGHTSProprietary and Confidential © 201315THE RIGHT NAME MAY ALLOW THE TEAM TOMAINTAIN GOODWILL WITH THE CURRENTLOYAL F...
INSIGHTSProprietary and Confidential © 201316TRADITION IS IMPORTANT, BUT SO IS INNOVATION.THE TEAM HAS BEEN KNOWN AS THE R...
THREERECOMMENDEDNAMES
Rocs18Proprietary and Confidential © 2013• Fierce gigantic mythological bird• Makes for a memorable image• The only animal...
Metros19Proprietary and Confidential © 2013• Washington DC underground trains – powerful image• No NFL team name starts wi...
Leopards20Proprietary and Confidential © 2013• Powerful member of the cat family• Mindshare with existing Bengals, Jaguars...
LANDSCAPE & ANALYSISRocsMetrosLeopards21Proprietary and Confidential © 2013
LANDSCAPE & ANALYSISRocsMetrosLeopards22Proprietary and Confidential © 2013
LANDSCAPE & ANALYSISRocsMetrosLeopards23Proprietary and Confidential © 2013
ONE MORESOLUTION TO BECONSIDERED
Skins25Proprietary and Confidential © 2013• Widely recognized current team nickname• Possible high acceptance among diehar...
Lexicon redskins renaming
Lexicon redskins renaming
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Lexicon redskins renaming

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Lexicon redskins renaming

  1. 1. WASHINGTON REDSKINSRE-BRANDING EXPLORATIONDeveloped by David Placek, Marc Hershon,Rakesh Satyal, and Alan ClarkJune 6, 2013
  2. 2. PURPOSE
  3. 3. PURPOSEProprietary and Confidential © 20134SUGGEST ALTERNATIVES TO REPLACE“REDSKINS” AS THE WASHINGTON D.C.NFL FRANCHISE NAME
  4. 4. LANDSCAPE& ANALYSIS
  5. 5. AFCNFL TEAM NAMESNFCProprietary and Confidential © 20136• Baltimore Ravens• Buffalo Bills• Cincinnati Bengals• Cleveland Browns• Denver Broncos• Houston Texans• Indianapolis Colts• Jacksonville Jaguars• Kansas City Chiefs• Miami Dolphins• New England Patriots• New York Jets• Oakland Raiders• Pittsburgh Steelers• San Diego Chargers• Tennessee Titans• Arizona Cardinals• Atlanta Falcons• Carolina Panthers• Chicago Bears• Dallas Cowboys• Detroit Lions• Green Bay Packers• Minnesota Vikings• New Orleans Saints• New York Giants• Philadelphia Eagles• San Francisco 49ers• Seattle Seahawks• St. Louis Rams• Tampa Bay Buccaneers• Washington RedskinsLANDSCAPE & ANALYSIS
  6. 6. OF THE 32 TEAM NAMES:• 16 are Animals (6 birds, 4 cats, 3 horses, bear, dolphin, ram)• 11 are ”Humanistic” (Texans, Patriots, 49ers, Redskins, etc.)• 4 are Mythological (Browns, Titans, Saints, Giants)• 1 is a Vehicle (Jets)Proprietary and Confidential © 20137LANDSCAPE & ANALYSIS
  7. 7. SEVEN TEAM NAMES ARE ALLITERATIVE:• Buffalo Bills• Jacksonville Jaguars• Kansas City Chiefs• San Francisco 49ers• Seattle Seahawks• Tampa Bay Buccaneers• Tennessee TitansProprietary and Confidential © 20138LANDSCAPE & ANALYSIS
  8. 8. A=0B=6C=5D=1E=1F=2G=1H=0I=0J=1K=0L=1M=0N=0O=0P=3Q=0R=4S=3T=2U=0V=1W=0X, Y, Z=0Proprietary and Confidential © 20139INITIAL LETTER BREAKDOWN:LANDSCAPE & ANALYSIS
  9. 9. LANDSCAPE & ANALYSIS 10Proprietary and Confidential © 2013
  10. 10. LANDSCAPE & ANALYSIS 11Proprietary and Confidential © 2013
  11. 11. LANDSCAPE & ANALYSIS 12Proprietary and Confidential © 2013
  12. 12. INSIGHTS
  13. 13. INSIGHTSProprietary and Confidential © 201314THERE IS AN OPPORTUNITY FOR THEFRANCHISE TO STEP AWAY FROM THEHEAVILY “ANIMALISTIC/HUMANISTIC”STYLE OF NAMES.
  14. 14. INSIGHTSProprietary and Confidential © 201315THE RIGHT NAME MAY ALLOW THE TEAM TOMAINTAIN GOODWILL WITH THE CURRENTLOYAL FANBASE WHO ARE NOT IN FAVOR OFA NAME CHANGE.
  15. 15. INSIGHTSProprietary and Confidential © 201316TRADITION IS IMPORTANT, BUT SO IS INNOVATION.THE TEAM HAS BEEN KNOWN AS THE REDSKINSSINCE 1932. A NEW NAME CAN REPRESENT ADECISIVE WAY TO LEAVE CONTROVERSY BEHINDAND STEP INTO THE FUTURE.
  16. 16. THREERECOMMENDEDNAMES
  17. 17. Rocs18Proprietary and Confidential © 2013• Fierce gigantic mythological bird• Makes for a memorable image• The only animal amongst the 5 mythological types• Initial R maintains connection to Redskins heritage• Allows for rallying phrasing: “Washington DC Rocks!”SOLUTIONS
  18. 18. Metros19Proprietary and Confidential © 2013• Washington DC underground trains – powerful image• No NFL team name starts with an M• Shares classification with only one other team: Jets• Sounds modern, sleek, and powerfulSOLUTIONS
  19. 19. Leopards20Proprietary and Confidential © 2013• Powerful member of the cat family• Mindshare with existing Bengals, Jaguars, Lions, & Panthers• Leopards adapt to habitats, run incredibly fast, and are notorious fortheir stealth – all enviable traits for a football team• Keeps the new name in the “expected” range for pro football franchisesSOLUTIONS
  20. 20. LANDSCAPE & ANALYSISRocsMetrosLeopards21Proprietary and Confidential © 2013
  21. 21. LANDSCAPE & ANALYSISRocsMetrosLeopards22Proprietary and Confidential © 2013
  22. 22. LANDSCAPE & ANALYSISRocsMetrosLeopards23Proprietary and Confidential © 2013
  23. 23. ONE MORESOLUTION TO BECONSIDERED
  24. 24. Skins25Proprietary and Confidential © 2013• Widely recognized current team nickname• Possible high acceptance among diehard fans• Maintains connection to Redskins heritage• Moves team into unique classification beyondAnimalistic and Humanistic• While this is a direct link to the past, it may not offer thepositive associations that the other candidates offerSOLUTIONS

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