The Miami Dolphins have had one of the worst seasons ever. They finished with only 1 win and 15 losses which ties the NFL record for most losses in a season. Obviously, most Dolphins fans and citizens of South Florida are not happy.
So, in addition to a football operations problem, the Dolphins now have a branding problem. The Dolphins’ brand is now equated with being losers.
I’ve often said that a brand is developed by the consumer, not the marketer. Sure, you need a brand strategy and need to try and influence your brand as much as possible. But in the end, it’s the consumer who has that brand image floating in their head.
For most teams, a bad season can be forgotten by next fall. But a record tying horrible season is another matter. It takes drastic measures.
Last week, the new head of operations for the Dolphins, Bill Parcells, cleaned house by firing the general manager Randy Mueller and head coach Cam Cameron along with most of the other staff.
Cleaning out the Dolphins’ leadership will be seen as change by their brand constituency. But what will really change the Dolphins’ brand is several wins in a row…over several seasons.
It’s a good lesson for any marketer. Once you scar your brand, it will take drastic measures and a long time to heal.
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#1 by Mario on January 11, 2008 - 16:33
I agree with you Chris. I’m from Miami and I was in mass the day the Dolphins got their only win of the season. The priest opened his sermon saying that a pre-Christmas miracle had occurred, and the Miami Dolphins had won. Everybody laughed. After this season, posturing and offering some sacrificial lambs was in order, but in the end what will rebuild the Dolphins brand is not internal shakeups or PR, but winning.
#2 by jack on January 29, 2008 - 16:39
Although, the owner of the Dolphins, Mr. Huizenga, basically re-branded the Dolphins by bringing in Bill Parcells. I think Mr. Huizenga had to take drastic measures to save his franchise, (even though its worth billions), whether or not its successful, it will take a couple of years. But then again all he as to do is win 2 games and the season is a success!
Jack Edelman
The Promotions Department, Inc.
http://www.promotionsdept.us
sales@promotionsdept.us