Tampa Bay Devil Rays Change Name - Logo - Brand Identity and Underwear – Another Branding Blunder

Whopdeedo, who cares? No one in baseball. I would say their fans but they have none. So why change the name and identity? 

“I think this gives us as an organization an identity,” principal owner Stuart Sternberg said. “We were tied to the past, and the past wasn’t necessarily something we wanted to be known for. Nobody’s running from it or hiding from it, and we’re proud of certain aspects of it, but this is something the organization was able to really put their arms around. I hope and expect the fans who come out will see it as a new beginning.”

So Stu, you think that by changing your name and logo people will want to come out and see you? Ah, that’s a big negative. 

He goes on to say; 

“Personally, I feel establishing a new brand identity is a crucial success to the future success of the organization, especially for a team entrenched in a constant battle to find ways how to increase brand loyalty, net revenues, and ticket sales, all of which are difficult challenges due to a brief, uneventful history, a painfully low payroll, and the fact that they have to reside in one of the smallest markets in all of Major League Baseball.” 

Gosh, it really deeply pains me when I see money and time wasted like this. I genuinely feel angst for them. Let me tell you why this will all fail. 

First and foremost if you have a big pile of dog doo doo that you sell do you think if you throw some blueberries on the dog doo doo that people will want to rush out and eat it? Isn’t it STILL dog doo doo? Ah, yup. 

Secondly, if you wanted to increases fan awareness why surprise them? If it were me I would have done some SERIOUS word of mouth marketing so that the fans felt like they had some part in it. Now there’s buy in and when you have buy in you have an evangelist. 

Hey the Red Sox were losers for a long time, but they sold out every game. Why did people consistently come watch a bunch of losers? They were evangelists. They felt part of it.

People of Tampa Bay have never been given that opportunity. And sadly it looks like they never will.

Lastly you need to differentiate yourself (we call that positioning in the biz). What’s the Rays new positioning? We have pretty shiny uniforms? Soon they won’t be so shiny and new, and then what? 

HEY Stuart Sternberg, listen to me. Before you totally ruin your new brand identity seek professional help from a real branding agency. You’re obviously a successful, smart business man but you are making a critical mistake right at the onset. 

Fans, need to care about you not laugh at you. You can make them care but not by changing you brand identity, name and logo. 

Sincerely, 

A Faithful Red Sox Fan, i.e. Red Sox Evangelist…