How the Redskins Could Ditch Their Name – But Keep Their Fans; Harvard Business Review, 11/4/13

Tim Halloran, Harvard Business Review; How the Redskins Could Ditch Their Name – But Keep Their Fans: "AdAge estimates that a rebrand could cost $15 million. According to Forbes, the organization is worth $1.7 billion. What Snyder, and the team name’s defenders, need to acknowledge – if they can peek up from their foxholes – is that over time, the controversy over the name will erode the brand’s value. NFL commissioner Roger Goodell, originally a supporter of Snyder’s, has been careful to back down from a strong position of support. Influential sports journalists like Peter King and Christine Brennan have said they’ll no longer use the name. Members of Congress have weighed in. Snyder should act, now, before the controversy gets worse. But how do you change a brand that isn’t working for you any more without alienating your most loyal customers? Here are some thoughts on how I would seek to resolve this extremely difficult branding problem."