On Brand Buzz - Building A Sports Brand Without A Tradition

On NewsTalk 96.5 KPEL's 'Brand Buzz' this week Jaci Russo discussed the Ducks of the University of Oregon and how they have used style to overcome the lack of a winning tradition.

According to Russo,

They're not the Ragin' Cajuns, they're not the Fighting Irish, they're the Ducks, they waddle...What they have done is they have gotten attention, if they can't attention from their play they're going to get it from how their players look. And they've done that with their uniforms and the metallic helmets and their whole approach to branding.

We asked if there was some benefit to be derived from the stylish efforts and Russo said,

I think now their playing has been elevated now because they've gotten on the map and they've used that to recruit bigger and better players, bigger and better coaches and now they have more money to spend. Their budget has gone up and it's been a nice cyclical spiral upwards and so it may not have started out with them being this great football team that won every game but now they do very well in their conference and they do well, I think in part to their approach to branding.

To hear more about the effective use of branding to overcome a lack of tradition click on the blue arrow below: