Fox News Chicago interview transcript:
Anita Padilla:
After refusing to give into pressure from social justice activists, Washington’s pro football team bow to another kind of pressure as a growing list of sponsors threatened to cut ties with the team unless they retired the Redskins mascot once and for all.
Scott Schneider:
So that begs the question. What new name makes the most sense, given Washington’s fans are among the most loyal in the league? Joining Anita and I this morning is Mark Reino. He’s the CEO of marketing company, Merit Mile. Good morning to you.
Mark Reino:
Good morning. Thanks for having me.
Scott Schneider:
Thank you for joining us. So, we’ve heard from the team, they’re likely to keep the color scheme, that burgundy and gold, in place. Can they stay true though, Mark, to the brand and go in a whole other direction when it comes to the mascot?
Mark Reino:
Absolutely. The branding challenge in front of the franchise in DC is a unique one, but not altogether insurmountable. The reality from our view is that this presents a great opportunity, an opportunity to reimagine, rebrand a franchise that’s been around for close to 90 years. And if done with emotional awareness, a bit of compassion, we’d like to think all related parties have an opportunity here to benefit for perhaps the next 50 to 100 years.
Anita Padilla:
Well, the team is admitting that there is a name that they like, but that there are some trademark issues with it. So is there a question of maybe paying out a lot of money for the rights to this new name? Is that maybe at play here too?
Mark Reino:
I think that certainly goes into the consideration set. We live in a litigious society. However, this brand has been around for almost a century. I’d like to think that between the franchise in DC and the NFL as a parent organization, if this is in the best interests of both parties, considering the legacy and the heritage of that sports franchise, perhaps the NFL can help support the Washington DC team in that spirit.
And let’s not forget that everyone in this marketplace has a price. If in fact, there is an opportunity for this DC franchise to secure a name that makes sense for the Native American community, for the fan base, for the team as a whole, I have a feeling the lawyers will make that happen.
Scott Schneider:
Let’s talk about the realistic possibility that it can happen before the upcoming season, should there be one. I’ve been inside FedEx Stadium, and it is wall-to-wall Redskins, it’s all over the fans’ gear. And when you walk past the concessions, you can walk in and get a hat and a jersey and you name it, and you’re out in the parking lot and the vendors are there with their Redskins regalia. How in the world are they going to get rid of all of that come the fall?
Mark Reino:
Great point. The brand strategists and I at Merit Mile often chuckle, this isn’t as quite as simple as a cut and paste. But again, you’re talking about a high dollar private entity. We’re talking about to the tune of $250 million to $500 million a year in top line revenues. So a rebranding exercise, although it’s going to be a little bit pricey, and if it’s done correctly and methodically with the right strategy, it’s going to be reimagined for the next several decades. And I think the long tail of this exercise is going to prove to be valuable, not only for getting on the right side of the historical relevance of this very important subject matter, but also for building and establishing the brand foundation for perhaps the next hundred years.
Anita Padilla:
If you had the ear of the owner, Dan Snyder, what would you say to him?
Mark Reino:
Mr. Snyder, get the right people in the room. It not only includes your head coach. It also includes members of your community, your fan base, and most importantly, the Native American community. Let’s do the research. Let’s vet the good ideas. Let’s rationalize them. Let’s make the right decision.
The biggest concern for the franchise in DC right now is making sure that they get this right the first time. The last thing you want to do is be sitting here in three months, shrugging your shoulders and saying, “Uh-oh, we made a mistake.” So go to the drawing board, make sure you vet the right ideas, and make sure you engender the support of all the constituents in the community, particularly the Native American constituency.
Scott Schneider:
Well, that’s going to be the last word except to say Mark Reino, CEO of marketing company, Merit Mile, thanks so much for your time.
Mark Reino:
Thank you. Have a great day.
If you’d like to learn more about rebranding your company please reach out to a Merit Mile brand strategist today.