Repackage the Redskins
By Dennis Goris
A losing season. Bad press about suing fans. A name that offends. The Washington Redskins' brand is tarnished. Maybe it’s time for owner Daniel Snyder to use some of the savvy marketing advice he might give out if he was advising another NFL team: Repackage and rethink. Start with a new name that steps away from the past and isn’t offensive and derogatory. Put customers first and treat them like fans, not people to be sued.
Changing the Redskins name is a big deal. No doubt Snyder, like thousands of fans, has personal and financial attachment to the name. A big challenge? Yes, but the Washington Bullets changed its name to the Wizards in 1997 during an especially violent time in the District. Snyder can make it happen — he has the skills to keep an obstacle like a name-change from standing in the way of profits. There’s never been a better reason or a better time.
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