Monday, December 13, 2010
Ad Agencies Gone Wild: Big Ten Unveils Lame Logo, Absurd Division Names
The idea is simply absurd. Northwestern football has been better the last 15 years than the previous 50, but they're not a legend. Indiana and Purdue aren't "Leaders" in football. Nebraska and Michigan may consider their programs "legendary", but I'd bet they consider themselves Leaders.
This is all branding run amok, where an agency got paid way too much money to sit in conference rooms and talk to people in high positions but never tested their work to see how people reacted to it. It's a product that likely met the stated objectives of the powers-that-be, but failed to account for the end customer. It's ramming a vision down the throats of the college football world, damned be to whatever people think about it. We're the B1G TEN, dammit!
Or it could be something a little more sinister than that. Since the unveiling of the new name for Omaha's former professional baseball team, I've realized that sometimes it doesn't matter whether anybody likes the name or not as long as long as people talk about it. Bad publicity isn't bad; it's still publicity. It doesn't matter if people call it crap as long as people are talking about it. Just don't misspell the name.
So that also provides us with the solution. Like Omaha's former baseball team, don't even mention the new name. Brian Cook of the MGoBlog suggests that fans, bloggers, and writers simply refuse to acknowledge the proposed names, and go with the generic East/West division names.
So we have the East Division with Illinois, Indiana, Ohio State, Penn State, Purdue, and Wisconsin and the West Division with Iowa, Michigan, Michigan State, Minnesota, Nebraska, and Northwestern. It's not 100% geographically accurate, but close enough. The "East" schools are generally east of the "West" schools.
At least for now; I get the feeling this one might have a lifespan somewhere between the new Gap logo and New Coke.
Posted by Husker Mike at 10:59 PM