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.