Branding Over Done

Submitted by Mitch Seigel on Tue, 12/28/2010

When I was a kid there were four football college bowl games for the top eight teams in the country. You had to be the champion of your league generally to be even considered to participate. It was the Cotton Bowl, the Orange Bowl, the Sugar Bowl and the Grand Daddy of them all, the Rose Bowl from Pasadena.

While football fans all over the country are excited because their team has made it to a bowl game, the pure brand and excitement of making it to the bowl game has lost its sizzle. Last night’s game was the closest of the nine games played as of the time I am writing this blog. But it was between Toledo and Florida International. How interesting is that? Two teams not even in the top 37 on the AP poll, and definitely nowhere to be found on the BCS poll. How big could the television audience have been? The seats in the stands weren’t filled, and it was in a small stadium!

Back when there were only four bowls, teams only played nine or ten games prior to the bowl. Today most teams play twelve games and sometimes thirteen, and you only need six to become bowl eligible. Again, as in most professional sports, collegiate sport is run by the almighty dollar. When Capital One Bowl week actually extends to three weeks of games, how special is each individual game?

I liken this diluting effect to having a promotion run for a manufacturer or retailer for four weeks. It’s too long and the special incentives are not really incentives at all. More care needs to be taken then just trying to include the entire country, or your geographic area in your promotion. There are only so many football fans rooting for college football teams, and there are only so many shoppers who will react to a promotion.

I think it is high time for a playoff system in college football. Basketball and baseball has done it for years, as well as most other collegiate sports. This will bring back that special feeling to the game, by offering the sport from a new branding perspective. Imagine, the Capital One College Football Playoffs? What’s in your wallet?

The only question that remains this year is how bad will the Oregon Ducks beat the Auburn Tigers?

What are your challenges when it comes to branding? I look forward to hearing your comments.

Until next time …