When Nebraska was added to the Big Ten and people were talking about changing the name, our first thought was: “What about the brand?” Big Ten is much, much more than just a name. It is part of a 100-year-old brand, a tradition, a tone and (in this part of the country) a way of life. To change the name now, in our opinion, would be a mistake.
Here are four reasons why:
(1) Brand equity. The Big Ten Conference is the oldest Division I college athletic conference in the United States. It was founded in 1895, was first nicknamed the Big Ten in 1917 and has used that name consistently since 1949. The Big Ten excels in every aspect of brand equity: awareness, loyalty and perceived quality and the innumerable memories and other associations that generations of Big Ten alumni and fans (football or not) hold precious.
(2) Brand confusion. The Big Ten now has 12 schools, the Big 12 has 10 and the Pac-10 has 12. Nebraska is leaving the Big 12 to join the Big Ten, and the Cornhuskers are not pushing for a name change. Imagine the confusion that would result if the conferences changed their name to reflect the number of teams.
(3) Precedent. Big Ten Commissioner Jim Delaney told Stu Durando of the St. Louis Post-Dispatch that he assumed the Big Ten would change its name in 1990 when the addition of Penn State brought the number of teams to 11. “I was going on that presumption and found out quickly the Big Ten was a name that carried a lot of meaning to a lot of people,” Delaney said. The fact that the conference has had 11 teams for the past decade is proof that the essence of the Big Ten brand has transcended the number of schools involved.
(4) Better options. The Big Ten opted in 1990 to refresh its brand image but not replace it. Al Grivetti, who was a graduate student at Northern Illinois, incorporated the No. 11 into the logo design. It would be quite easy to refresh the logo again with the numeral 12.
Delaney can be commended for a willingness to hear all sides on the issue, but he will ultimately be swayed by what he already knows to be true: the Big Ten Conference is the most powerful brand in collegiate sports, and there would be far more to lose than gain by changing the name.
Paul Werth Associates is bringing its senior-level consulting and integrated marketing communications services to the “Second City” — Chicago.
Senior Vice President and Chicago insider David O’Dowd heads up the new office, located in the world’s largest commercial building and Chicago landmark, 222 Merchandise Mart Plaza.
“We are very excited about our continued growth and the addition of our Chicago office,” says Sandra Harbrecht, President and CEO. “We are seeing strong demand for our results-oriented communications in this vibrant market and plan to build on our strong ties and relationships within the business community to further expand our services and client roster.” Harbrecht plans to make monthly visits to the new office to meet with clients and prospects.
In Chicago as in Columbus, Werth provides a full range of communications services to drive client success:
Public relations, including strategic planning, thought leadership, crisis communications, reputation management, change management, media relations, social media programs, blogger outreach, spokesperson training, message development, trade show support and community relations.
Public Affairs, including government relations, lobbying, grassroots communications and engagement, ballot issue campaign management and research.
Advertising, including creative strategy, brand strategy, corporate identity, advertising campaigns, video production, marketing collateral, direct marketing and word of mouth and viral marketing.
Interactive Marketing, including analytics-based digital strategy, website/intranet development, microsites, e-commerce solutions, e-mail marketing, SEO, SEM, social media integration, online reputation audits, viral marketing, digital content creation and usability studies.
Research, including needs assessments, strategy development, creative custom research design, communications audits, market potential/opportunity studies, brand positioning/image studies, advertising and communications testing, customer satisfaction studies, executive interviews and public opinion polling.
We welcome visitors to our new office! Call or e-mail David O’Dowd at dodowd@paulwerth.com or 312-297-1416 or Sandy Harbrecht swh@paulwerth.com or 614-224-8114.
Thanks to those who attended the “Balancing Legal and Communication Perspectives on Social Media” workshop from Squire, Sanders & Dempsey L.L.P. and Paul Werth Associates on October 20, 2009.
We hope you enjoyed hearing perspectives from both fronts on how social media impacts our workplace and our brands.
The presenters, including myself; Susan DiMickele, a partner at Squire Sanders; Traci Martinez, an associate at Squire Sanders; and Kim Ratcliff, a vice president at Werth, sat down to provide an overview of the insights shared during this complimentary workshop.
COLUMBUS, Ohio – Kristin Mack Deuber, recently promoted at Paul Werth Associates to vice president, shared her background and insights in the Aug. 28 edition of Columbus Business First in the “People on the Move” Spotlight feature.
Business First’s Spotlight is a featured Q&A that provokes responses about career decisions and professional trends.
“There is a growing need for public relations in all areas of business, so I have always felt the career opportunities in this business are endless,” Mack Deuber wrote. “My day is never the same. I can be helping a client deal with a crisis, developing a social media strategy, scheduling media interviews and planning a grassroots community event – all in the same day.”
Mack Deuber cited her best career move as her decision to return back to Paul Werth Associates after a corporate stint in commercial real estate. Her biggest job challenge: “Keeping up with the ever-changing media world.”
About Paul Werth Associates
Founded in 1963, Paul Werth Associates is a full-service public relations, marketing and public affairs firm counseling clients throughout the United States. The firm has offices in Columbus, Ohio and Washington, D.C.
Paul Werth Associates has previously received nine Silver Anvils, which is the highest level of recognition in the public relations industry. The Silver Anvil Award recognizes complete programs incorporating sound research, planning, execution and evaluation. They must meet the highest standards of performance in the profession.
