Is Changing the Detroit Lions logo in place?

Obama said it was time to change. And apparently, the beleaguered Detroit Lions the received message. At a press conference 20th April 2009 Lions announced they had their logo that they had changed since 1961. And it’s a good thing they told us they have changed, because if they had not, someone would have noticed. Sure, the Lions President Tom Lewander was also the obvious to say it can not turn around the image of the team unless the team improves on the football field. That is to motivate a change of identity serve as a strong signal of change on the ground and can, and encourage the support of the fans. This is an important clue. No other initiative has more promise in business transformation, effective brand management. The key word is “effective”. By definition of the new company’s position and press it all the time by all marketing materials and train the close alignment throughout the organization, it will:

– Adjust the business strategy visible

-. Create a universal understanding of the direction of the organization

-. Take the new “real” for employees and fans

-. Accelerate the achievement of desired results

Maybe the Lions hope the path of radiation, followed by the former Devil Rays, after their arrival last place in 2007. After changing their name and new uniforms, the last rays in the first position and made their first playoff appearance in the World Series in 2008.

Let’s play Monday morning quarterback:

At the press conference, which has a franchise very subtle changes to some of the most important visual images revealed the brand, logo and font for the word “Lions”. With careful consideration, the lion jumps seem a little violent, and they loved the teeth (but no claws). However, it is important to note that, with a success the logo redesign, control is not necessary instead, changes are easily noticed

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The team name appears in an italic font, which is probably meant to bring the spirit of the front to the expression, perhaps even more important than speed. The simple elegance like block lettering on the left curved serifs on the corners at top and bottom bent every letter that the feeling of action and movement to add. But the wave gracefully connotes more than a summer breeze Caribbean sweeter than a speeding locomotive (or charging lion). The question is: which is better suited for a football team in the NFL, a relaxing holiday or a hot breath

minor changes were also made for team uniforms. New equipment lines were added, and the logo is above the numbers on the jerseys. But the team colors Honolulu Blue and silver remain unchanged. One wonders whether this is not the way a color has more to do with the lions? Such as gold, perhaps? It is natural to change the color of a lion and gold is royalty-free, as the king of the jungle. What Honolulu blue and silver to have to do with the lions? Honolulu blue of the Caribbean could take so much. But again, what does this have to do with the lions?

Need a change?

Consequently, management apparently believed there was no need for a dramatic overhaul in microscopic settings. Stealth change if you want. One wonders whether this is an accurate representation of what they think of the team. The question is, is that the best plan? Many, many argue that the major change is necessary to be successful for the Lions. Refine instead of the logo indicates that there is no substantial change is imminent. Set evolution, not revolution. But who has a 0-16 team needs: imperceptibly small adjustments or overhaul revolutionary

The question: Is an NFL team to be with the dubious reputation of the only team in NFL history to convince an entire season without a single victory Fans who go to buy and proudly display their gear? If ever a challenge for the team sports brand that surely it must be. There is a significant amount of negative baggage with the brand by Lions and the situation is very difficult to overcome. In the short term will likely more negative feelings as something positive, what could be done. However it must be done something positive, if we have any hope of redemption for the brand. The good news is that they have a fan base that wants to believe. All the Lions have to do is support the belief that some evidence that resonate.

What do the fans?

Fan reaction to the Lions new logo? Not surprisingly, a big yawn. Bleacher investigation report indicated 43% of respondents were indifferent to this new logo. 13% hated it. Many preferred the old logo. This is not good. If you have a new logo, it should generate some interest and enthusiasm for themselves. Up close, of course, Leo is a bit more drama and the numbers are slightly modified. But from a distance, which is regarded as a rule, it is virtually impossible to notice a difference. If the target is a drastic revision of team-signal management wasted the opportunity.

“What they did was put lipstick on a pig,” one fan said at the press conference. Another complained the logo and uniform “change” was not enough CHANGE. But in 1997, changed the Buccaneers and the Broncos everything.

This is not a bold move for the organization. It is similar to the latest developments imperceptibly made logo of the Atlanta Falcons, Arizona Cardinals and Minnesota Vikings. If it is to speak the organization with respect to the brand and makes a great mission, it is far from being such an effective speech and encouraging fan loyalty. In fact, it is the opposite. And as such do not support the request. And it hurts to fan loyalty.

In his statement, said team president Tom Lewander. “The new identity of many important aspects of our history preserved in terms of our brand and our basic colors but allows the evolution of us, our brand and visual identity Lions in the new . to present a versatile and unique way “

The team has also indicated that the changes are in line with their” sense of mission and direction, “and”. This is not just a lion become This is the transformation of our brand.. “We regularly provide the Lions as a world-class organization with a clear mission and direction,” said Lewander. “We have made several substantial changes to this counter-season, in line with this commitment. The introduction of this new brand is another element in this process. “

Consider a number of important descriptive phrases of the above statements.

1, “The new identity retains many important aspects of our history in terms of our brand and our basic colors,”

But in reality, it is important to remember, is the meaning of “primary brand “and” colors “rather than necessarily the brand and the colors themselves, a return to historical roots might be a good idea, but the current brand and color are no longer on the market. Branding and can not manage to say just what to think of the market and expect it meekly, the meaning of the symbols assigned to the case management.

2 “…” p> But instead of a twisted redesigned logo indicates a mission and a direction that is not much different than before.

3 “We have several substantial changes to this> season …” But a logo is changed and reworded did not indicate very low, rather than big changes.

4 “L ‘> p …” The definition of the word” evolution “is” a process of gradual, peaceful change and progressive development or …”

> However, it seems obvious that transformation is what the Lions do not need an evolution. The Lions have to completely change course. To a 180 °. Turning and looking to lose the victory. The definition of the word “transformation” means “a big change in the form, type or function that transforms a small company into a huge company, or could by turning a losing team into a winning team. A new logo and visual identity a sign and make a change, a new dawn, a transformation for the fans that the Lions need is not an evolution, but a transformation. A change of direction to separate one, and replace the image is represented by its current identity.

Brand Manager task.

In any case, the delegates have the lion brand must do more than to try to optimize their logo, they must try something to represent themselves. They also have to pay for years of mediocrity and embarrassment. But is it possible to change a logo and is a substantial change? Yes. And any major change in the team can occur without changing the logo, can change a logo, a change in the team and the fans who can prior to changes in progress in rallying signal So the question is. How important is the support from fans now, and if to represent a logo or to signal that change because it is very good could it requires a major change is imperceptible tweaks.

It is costly, as an opportunity to miss this.

The opportunity for the Lions is that it’s time for a message to the positions of the Lions team as a new and different. Not only different from his past, but from other teams. The creation or discovery of an idea of differentiation in a competitive market is very difficult, both on the football field or on the shelves do. But all fans of the Lions will be heard on the edge of their seats to do this message. The buyers are eager to buy Management is responsible for doing something that actually takes that desire.

With this announcement, decided should the line of Leo’s not to determine a new appropriate message of cohesion and support in promoting it. They chose not to create and perform coordinated a game plan changed its brand image as it could be and have. And they will continue with the support of less as enthusiastic fans, they may have. This is characteristic for the management of a naive and simplistic understanding of the power of branding. Something was not lost on people, such as the Dallas Cowboys or the Pittsburgh Steelers.

Some say the logo design is a major concern. But small things we do are more important than big things, we can say . Visual information is indispensable. For example, transformed the image of New York during the nineties was successful to report, in particular, because the then-mayor Rudolph Giuliani has a successful effort to remove graffiti and broken windows in the affected areas of the city made real change for all viewers. and influenced this view, the people are willing to give the city another chance to impress

So while the team management said. “We are committed to improving the team on the field. This success is always the most important factor of a brand of the NFL, “they are right, but also missed a very important opportunity to signal their fans that they feel their pain, and the intention to replace it with joy. The end result is a Fan said that subtly tweak in this bad economy, with this logo, you will not have to go buy a new T-shirt. 0 The T-shirt he bought in principle, provides the latest news.

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