As part of last week’s post on rebuilding the Seton Hall Hoops/Athletics Brand, here is my next phase in the process. Writing this as if they were my client (Ex ad agency executive for close to 50 years)
Phase II – Development of the Seton Hall Hoops/Athletic Brand & Value Proposition
Every brand needs a reason to believe and a reason to belong. Branding is an area where t Seton Hall Athletics woefully fallen short on multiple levels. It was apparent in talking with Mike McBride that there was no “value proposition” in place for selling corporate sponsors/company entities. The sales team could not answer the question of what supporting/sponsoring/advertising with Seton Hall Hoops/Athletics delivers from a tangible return for the investiture. If you can’t answer this question, your sales efforts are doomed. Sponsors and advertisers want a reasonable expectation about what it delivers for their business. The Seton Hall Hoops brand doesn’t have a positioning or personality – one that is definable and ownable.
Assuming a Challenger Brand Identity/Positioning – Challenger
Seton Hall Hoops/Athletics is never going to have the most resources, NIL money or fan support. That is a fact. The brand needs to reflect who we are and what we are all about. I would recommend we take on a “CHALLENGER” mentality when it comes to our branding. This is a positioning and personality that has embodied the success of Seton Hall over the past 40+ years. We have always done more with less. Why not embrace this challenger positioning? Challenge everyone around and attached to the program to do more? Challenge all assumptions – both known and unknown. Make a declarative statement about Seton Hall Hoops/Athletics future athletic and business intentions in this new collegiate athletics world. Open communications – tell a straight story about the state we’re in. Give fans/sponsors and most importantly the Big East Conference reasons to believe in us. Be more open and quit hiding. Fans embrace challenger brands (think Avis, Seven- Up, Airbnb, Dollar Shave Club, Liquid Death). The Seton Hall brand needs to stand for something. It needs to be loud and bold. The brand has been too quiet and unassuming for far too long.
Brand Personality – Relentless
All great brand have personalities reflecting their true ethos. (Think Harley, Dove or Rolex). With a Challenger Brand Positioning in place, I would recommend a brand personality around the notion of “RELENTLESS” It captures the essence of Sha’s philosophy while setting an implied promise of what it is like for athletes, fans and sponsors when connected in a relationship with Seton Hall Hoops/Athletics. The only way we succeed in this new landscape is to be relentless in all pursuits. It works as a style of play and as a call to action to get people engaged and involved. A promise of better things to come.
Part III - Rebuilding The Brand - Awareness/Awarness and More Awareness
Phase II – Development of the Seton Hall Hoops/Athletic Brand & Value Proposition
Every brand needs a reason to believe and a reason to belong. Branding is an area where t Seton Hall Athletics woefully fallen short on multiple levels. It was apparent in talking with Mike McBride that there was no “value proposition” in place for selling corporate sponsors/company entities. The sales team could not answer the question of what supporting/sponsoring/advertising with Seton Hall Hoops/Athletics delivers from a tangible return for the investiture. If you can’t answer this question, your sales efforts are doomed. Sponsors and advertisers want a reasonable expectation about what it delivers for their business. The Seton Hall Hoops brand doesn’t have a positioning or personality – one that is definable and ownable.
Assuming a Challenger Brand Identity/Positioning – Challenger
Seton Hall Hoops/Athletics is never going to have the most resources, NIL money or fan support. That is a fact. The brand needs to reflect who we are and what we are all about. I would recommend we take on a “CHALLENGER” mentality when it comes to our branding. This is a positioning and personality that has embodied the success of Seton Hall over the past 40+ years. We have always done more with less. Why not embrace this challenger positioning? Challenge everyone around and attached to the program to do more? Challenge all assumptions – both known and unknown. Make a declarative statement about Seton Hall Hoops/Athletics future athletic and business intentions in this new collegiate athletics world. Open communications – tell a straight story about the state we’re in. Give fans/sponsors and most importantly the Big East Conference reasons to believe in us. Be more open and quit hiding. Fans embrace challenger brands (think Avis, Seven- Up, Airbnb, Dollar Shave Club, Liquid Death). The Seton Hall brand needs to stand for something. It needs to be loud and bold. The brand has been too quiet and unassuming for far too long.
Brand Personality – Relentless
All great brand have personalities reflecting their true ethos. (Think Harley, Dove or Rolex). With a Challenger Brand Positioning in place, I would recommend a brand personality around the notion of “RELENTLESS” It captures the essence of Sha’s philosophy while setting an implied promise of what it is like for athletes, fans and sponsors when connected in a relationship with Seton Hall Hoops/Athletics. The only way we succeed in this new landscape is to be relentless in all pursuits. It works as a style of play and as a call to action to get people engaged and involved. A promise of better things to come.
Part III - Rebuilding The Brand - Awareness/Awarness and More Awareness
