Why Do “Smart” Brands Do Such Dumb Things?
Posted on Friday, February 1, 2008by Greg Schneiders
The National Football League knows a thing or two about branding. Forty-two years ago they created one of the most successful, high-profile, hyped events in the history of branding – the Super Bowl. Ads running during this extravaganza are the most expensive on television. Around the U.S. and the world friends gather in bars and restaurants, at home Super Bowl parties and anywhere else there may be a television to watch the spectacle, cheer on their favored team and celebrate professional football – and, yes, the NFL makes it all possible. Well, now we learn that some of those gatherings over the years have been taking place in, of all places, churches. “It takes people who are not coming frequently, or have fallen away, and shows them that the church can still have some fun,” said one pastor. God and football. God and Tom Brady. Who could ask for more? Well, the NFL, that’s who. The league has let it be known that, this year, there will be no more Mr. Nice Guy. If pastors want to entertain their flocks in front of a big screen TV in the church basement and munch Doritos and talk football and, maybe, a little religion they will now run the risk of being sued by the NFL who, as anyone who has ever watched an NFL game through to the final moments knows, says that “use of this telecast or any pictures, descriptions, or accounts of the game without the NFL’s consent is prohibited.” And, that includes you, God. Now, NFL Commissioner Roger Goodell is a smart guy. He’s the son of a U.S. Senator so there’s some politics in that DNA. And, he came up through the ranks of the League office starting in, of all things, public relations. So how could he allow such a bone-headed move? Are the pastor-pirates really threatening the livelihood of the league? Does he worry about the camel’s nose under the tent and that, if we let the pastors get away with this, Vegas will be next? (In fact, Vegas and other similar sites – including your local sports bar – have an exemption and can show the game on the big screen for their customers.) Does he not think that the faithful of the world will rise up to smite this decision? And, what if God, Himself, should get involved – is the NFL really powerful enough to take Him on? I predict the policy will be rescinded – possibly before this post even makes it to our site. Most, but not all, dumb moves by smart brands are short-lived. Furthermore, I hope to learn that Goodell knew nothing of it and quashed it as soon as it came to his attention. And, although irrelevant to this post, I hope the Giants beat New England and do it fair and square. I ,for one, will be watching…but not in my parish church (wherever that is).
