What Happened to Washington?

As I’ve often stated, there are only three kinds of brands. Brands you know and love, brands you know and don’t love, and brands you’ve never heard of.
For 87 years, the NFL franchise in Washington was a #1 brand. Five NFL Championships and a loyal fan base also made it one of the most profitable. The Washington franchise had sellout crowds, big-time TV rights, booming merchandise sales, and a years-long waitlist for season tickets. Since 1999, the team from the nation’s capital has seen a 30% drop in TV viewership and a 31% decline in game attendance.
The team, under Dan Snyder’s totally inept management, has plummeted to a #2 brand. The Washington Commanders are a brand that you know but don’t love. Scandals, missed opportunities, and head-scratching decisions (draft picks, play-calling, etc.) have taken a toll on the brand. After a year-long stint as a no-name brand – The Football Team – they re-branded as The Washington Commanders. Fan response? Only 5% “loved” the name in a Washington Post poll.
The 2022 season had its ups and downs, but a new low point was reached when the Commanders unveiled the new team mascot, Major Tuddy, before being eliminated from a playoff spot. ICYMI, Major Tuddy is an overweight pig in a combat helmet. Like virtually everything else about the Commanders’ brand, it’s terrible.
So let’s talk about brand strategy. If you’re a #1 brand, the strategy is easy. Maintain and work continuously to improve the brand until you reach brand equity. For a #2 brand, it’s a little harder. Simply put, you have to re-brand. A new poll shows 77% of fans want the new owner (post-Snyder) to re-brand the team, and the fans are right.
History has many examples of brands that changed their names and found success. Nike was once known as Blue Ribbon Sports and Google started out as Backrub. (I have a feeling that Blue Ribbon Sports shoes would sell for about 20 bucks, not $300.)
The team is now for sale, but sadly I can’t afford to buy it. I don’t have six billion lying around. The Commanders – and Major Tuddy – need to go, and the new owners need to realize this. I’d love to hear your suggestions on a new name and brand.
MONDAY:
THREE YEARS OF MOLLIE B!
Over the weekend, HR & Operations Manager Mollie Banks celebrated her three-year anniversary at Madison+Main! She has helped us survive and thrive during the pandemic, which is also celebrating its third anniversary this week. Whether she’s introducing resources to boost company morale or sharing fun new facts about her latest fascination, Mollie B. has been the glue that binds us all together.

TUESDAY:
HISTORY ON LOCATION
The official teaser to the new Hulu documentary series The 1619 Project was released this week. Parts of the documentary were filmed on location at Fort Monroe. Old Point Comfort is an important place in Black history, and Fort Monroe Authority continues to educate those who visit about the area’s past and present. Catch the show on Hulu premiering January 26, 2023, and visit our client Fort Monroe (only an hour away from RVA) to learn more about Hampton’s history.
WEDNESDAY:
WET YOUR WHISTLE WHILE YOU WORK
On Wednesday, the Accounts Team met with the folks from Comcast for “Libations and Learning.” They spent the afternoon at Crafted, where they enjoyed locally sourced, Southern-inspired eats as they discussed marketing must-knows. Plus they got some pretty fun swag!

THURSDAY:
EXCITING NEWS
If you caught the last edition of the Weekly Report, you saw that we have added some new clients to our roster. Well, we’re excited to announce (again) that we have ANOTHER new client — Carroll Plumbing & Heating. For over 50 years, they’ve been the trusted provider of residential plumbing, heating, and cooling repair and service in Richmond and throughout Central Virginia. Can’t wait to get our teams working together!
Speaking of exciting news, over the past several months, Communications Director Kent Brockwell has been holding weekly mentoring sessions with Capt. Matthew Bourdeau of the US Army, who is seeking marketing knowledge related to recruiting. However, they had to cancel their session this week because the good Captain and his wife just welcomed the arrival of their baby daughter. Congrats, Capt. Bourdeau!

FRIDAY:
A JOB WELL DONE
No bad luck this Friday the 13th for our client Williamsburg Landing! They recently won the 2022 ICAA NuStep Beacon Award, which recognizes the Top 25 Senior Living Communities in North America for “Best in Wellness.” Congrats to this incredible team on your person-centered approach. Or should I say, well done?

A FEW OF OUR FAVORITE EVENTS
Nature Nurturers — Winter Pruning Tips
Fort Monroe Visitor & Education Center
30 Ingalls Road
Fort Monroe, VA 23651
January 14 | 12 – 2 p.m.
Put your green thumb to good use at Fort Monroe Authority! Meet Master Naturalist Nathan Brauner as he teaches you how to prune your plants while they’re dormant for a successful spring. Join them for this family-friendly, free event!
1930s Dinner Series
CrossKeys Vineyards
6011 E. Timber Ridge Road
Mount Crawford, VA 22841
January 15 | By Reservation
Travel back in time every Sunday in January at CrossKeys Vineyards! Enjoy entrees and side dishes inspired by the classic cuisine of the 1930s at their 1930s Dinner Series. Reservations are required at a cost of $45 per person.
“A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.“ — Seth Godin, American Author