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Lexicon redskins renaming
1.
2.
WASHINGTON REDSKINS RE-BRANDING EXPLORATION Developed
by David Placek, Marc Hershon, Rakesh Satyal, and Alan Clark June 6, 2013
3.
PURPOSE
4.
PURPOSE Proprietary and Confidential
© 2013 4 SUGGEST ALTERNATIVES TO REPLACE “REDSKINS” AS THE WASHINGTON D.C. NFL FRANCHISE NAME
5.
LANDSCAPE & ANALYSIS
6.
AFC NFL TEAM NAMES NFC Proprietary
and Confidential © 2013 6 • 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 Redskins LANDSCAPE & ANALYSIS
7.
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 © 2013 7LANDSCAPE & ANALYSIS
8.
SEVEN TEAM NAMES
ARE ALLITERATIVE: • Buffalo Bills • Jacksonville Jaguars • Kansas City Chiefs • San Francisco 49ers • Seattle Seahawks • Tampa Bay Buccaneers • Tennessee Titans Proprietary and Confidential © 2013 8LANDSCAPE & ANALYSIS
9.
A=0 B=6 C=5 D=1 E=1 F=2 G=1 H=0 I=0 J=1 K=0 L=1 M=0 N=0 O=0 P=3 Q=0 R=4 S=3 T=2 U=0 V=1 W=0 X, Y, Z=0 Proprietary
and Confidential © 2013 9 INITIAL LETTER BREAKDOWN: LANDSCAPE & ANALYSIS
10.
LANDSCAPE & ANALYSIS
10 Proprietary and Confidential © 2013
11.
LANDSCAPE & ANALYSIS
11 Proprietary and Confidential © 2013
12.
LANDSCAPE & ANALYSIS
12 Proprietary and Confidential © 2013
13.
INSIGHTS
14.
INSIGHTS Proprietary and Confidential
© 2013 14 THERE IS AN OPPORTUNITY FOR THE FRANCHISE TO STEP AWAY FROM THE HEAVILY “ANIMALISTIC/HUMANISTIC” STYLE OF NAMES.
15.
INSIGHTS Proprietary and Confidential
© 2013 15 THE RIGHT NAME MAY ALLOW THE TEAM TO MAINTAIN GOODWILL WITH THE CURRENT LOYAL FANBASE WHO ARE NOT IN FAVOR OF A NAME CHANGE.
16.
INSIGHTS Proprietary and Confidential
© 2013 16 TRADITION IS IMPORTANT, BUT SO IS INNOVATION. THE TEAM HAS BEEN KNOWN AS THE REDSKINS SINCE 1932. A NEW NAME CAN REPRESENT A DECISIVE WAY TO LEAVE CONTROVERSY BEHIND AND STEP INTO THE FUTURE.
17.
THREE RECOMMENDED NAMES
18.
Rocs 18 Proprietary 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
19.
Metros 19 Proprietary 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 powerful SOLUTIONS
20.
Leopards 20 Proprietary 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 for their stealth – all enviable traits for a football team • Keeps the new name in the “expected” range for pro football franchises SOLUTIONS
21.
LANDSCAPE & ANALYSIS Rocs Metros Leopards 21 Proprietary
and Confidential © 2013
22.
LANDSCAPE & ANALYSIS Rocs Metros Leopards 22 Proprietary
and Confidential © 2013
23.
LANDSCAPE & ANALYSIS Rocs Metros Leopards 23 Proprietary
and Confidential © 2013
24.
ONE MORE SOLUTION TO
BE CONSIDERED
25.
Skins 25 Proprietary and Confidential
© 2013 • Widely recognized current team nickname • Possible high acceptance among diehard fans • Maintains connection to Redskins heritage • Moves team into unique classification beyond Animalistic and Humanistic • While this is a direct link to the past, it may not offer the positive associations that the other candidates offer SOLUTIONS