If he ever decides to give in to the pleadings of politically-correct-come-lately hacks and shills like Bob Costas, Dan Snyder has an easy way to “rebrand” his Washington Redskins.
He can simply follow his own logic from the (overly long) letter he wrote to Redskins fans last week. Key excerpts follow:
I still remember my first Redskins game…being struck by the enormity of the stadium and the passion of the fans all around me.
That tradition -- the song, the cheer -- it mattered so much to me as a child, and I know it matters to every other Redskins fan…
Our past isn’t just where we came from -- it’s who we are.
So far, so good. The best brands are built on what Snyder describes above – deeply felt, rewarding experiences.
But then, he loses that train of thought, and goes where so many marketers and brand managers go – to the identity; not the brand, but the brand name:
The [Redskins] name was never a label. It was, and continues to be, a badge of honor.
…I respect the feelings of those who are offended by the team name. But I hope such individuals also try to respect what the name means…
Washington Redskins is more than a name…It is a symbol of everything we stand for: strength, courage, pride, and respect…
Name. Label. Badge. Symbol. Whatever you call it, it is simply a device to identify the experience. If the experience is strong enough, it will survive an “identity crisis.”
So where was Snyder’s new name for the Redskins? In this passage:
…our team began 81 years ago -- in 1932 -- with the name “Boston Braves.” The following year, the franchise name was changed to the “Boston Redskins."
Your past is who you are, so just in case Costas et al. win this specious argument, keep “Washington Brave” in your hip pocket, Dan.