Change is tough because no matter what you do, some will not appreciate the change. This week, I got a rather rude awakening thanks to my alma mater and Nike.
This story starts long ago, on a cold, snowy night in upstate New York. It was December 26th, 1975 and I was wrapped in a blanket, shivering and wondering if I would ever feel warm again.
And then the Fiesta Bowl came on the TV – and my life was forever changed.
The Fiesta Bowl was, at that time, held at Sun Devil Stadium, home of the Arizona State University Sun Devils. The crowd was loud and dressed in shorts and short-sleeved shirts because it was 75-degrees. And best of all, ASU beat Nebraska!
The next day, I started researching ASU and happily discovered they had a business college – so several years later, I applied and enrolled at Arizona State University. And to this day, I follow ASU sports (and academics) with a passion.
Maroon and Gold, Sparky with a pitchfork.
Earlier this week, ASU and Nike introduced the new uniforms for the athletic programs. And I am struggling on a couple of things…
- Is it re-branding when you change a logo and expand the color palette – or is ‘brand’ more than the graphics? (I thought it also included the experience – so I am hoping this ‘re-branding’ means ASU sports starts winning every game in sight…)
- Is there a better way to ‘re-brand’ so that the launch isn’t met with so many negative feelings and comments? (Downplaying Sparky as well as maroon and gold for the pitchfork and black/copper isn’t sitting well with many – including me.)
I’m getting older and many of the comments point out the fact that Sparky was designed in the 1940′s and isn’t appealing to today’s athletes – but then you might wonder how Oregon gets away with Donald Duck? (And when was the pitchfork invented?)
Ahh, no matter. If ASU football beats up the U of A, and plays in a BCS game with a chance at the national championship trophy next season…
But right now, as a long-term member of the ASU community, I am struggling with the changes and am wondering how this process might have been handled so that there was greater support. (Then again, it’s early and I might be in the minority…let’s see.)
Any suggestions as to how to handle change within your business so that your customers are less surprised and more positive in their reactions?
Other sources:
It’s time to Fear the Fork at ASU!
New ASU Uniforms: The Day After The Unveiling
