Brands, why brands? Because they are impressionable and identifying. An easy reminder to the world that THIS brand means something.
Nike, Coke, iPhone, Viagra all mean something to 99% of Americans. Clemson and FSU means something to every college football fan. And both have been desperate to show their CLASSIC BRAND in extreme ways.
Coke was in business forever with their flagship wave for 90 years when they decided to hit the internal TRANSFER PORTAL because PEPSI was gaining share. Not because their product sucked overnight. Whether it be an intentional marketing ploy or a complete marketing failure, NEW COKE was a direct violation of the company/consumer relationship. They panicked by shooting themselves in the foot.
Coke immediately got back to their roots and their shareholders. They admitted FAULT and properly and SMARTLY EXPANDED their offerings and protected the BRAND to which The Coca Cola Company has 500, yes 500 different products worldwide today. They did that through innate development(recruiting) and acquisition(portal) - Proper methodical growth.
Clemson and FSU are perfect examples of living on opposite ends of a CLASSIC BRAND. One is trying to live off a single stellar offering doing no expansion, taking no risks while the other is scrambling for any new shiny objects they can find regardless if it’s a fit. Both are panicking in different ways. Clutching pearls and driving a new car with a clutch for the first time.
Clemson wants to still broadcast like Tom Brokaw and FSU thinks the Joe Rogan Experience is the only way.
You can’t live either way. Both must evolve and evolve smartly. And that’s all this new college football world ever was. Being honest and finding the little gaps in your big BRAND to drive short and long term growth.
And both have been staring at their LOGOS and what they mean to themselves. And not honestly strengthening the path forward. Until they BOTH honestly self scout, they will both suffer in different ways.
Evolve smartly and incrementally or die. Because whether you like it or not Clemson/FSU, you are altering those historical brands quickly. Nobody expects miracles but you can lose your audience if what they see doesn’t make sense combined with the results to prove it.
Nike, Coke, iPhone, Viagra all mean something to 99% of Americans. Clemson and FSU means something to every college football fan. And both have been desperate to show their CLASSIC BRAND in extreme ways.
Coke was in business forever with their flagship wave for 90 years when they decided to hit the internal TRANSFER PORTAL because PEPSI was gaining share. Not because their product sucked overnight. Whether it be an intentional marketing ploy or a complete marketing failure, NEW COKE was a direct violation of the company/consumer relationship. They panicked by shooting themselves in the foot.
Coke immediately got back to their roots and their shareholders. They admitted FAULT and properly and SMARTLY EXPANDED their offerings and protected the BRAND to which The Coca Cola Company has 500, yes 500 different products worldwide today. They did that through innate development(recruiting) and acquisition(portal) - Proper methodical growth.
Clemson and FSU are perfect examples of living on opposite ends of a CLASSIC BRAND. One is trying to live off a single stellar offering doing no expansion, taking no risks while the other is scrambling for any new shiny objects they can find regardless if it’s a fit. Both are panicking in different ways. Clutching pearls and driving a new car with a clutch for the first time.
Clemson wants to still broadcast like Tom Brokaw and FSU thinks the Joe Rogan Experience is the only way.
You can’t live either way. Both must evolve and evolve smartly. And that’s all this new college football world ever was. Being honest and finding the little gaps in your big BRAND to drive short and long term growth.
And both have been staring at their LOGOS and what they mean to themselves. And not honestly strengthening the path forward. Until they BOTH honestly self scout, they will both suffer in different ways.
Evolve smartly and incrementally or die. Because whether you like it or not Clemson/FSU, you are altering those historical brands quickly. Nobody expects miracles but you can lose your audience if what they see doesn’t make sense combined with the results to prove it.
