Pausing the Spin

I know I’ve focused on football the last few weeks, but for years at every Esks game (now of course the Elks), an endzone contest occurs during one of the breaks. A target is dropped in one part of the endzone and the blindfolded contestant is spun before marching off in search of the prize. To orient themselves, contestants will point in a direction until the crowd’s boos turn to cheers to confirm they’re facing the target. And with this, they’re off.

The clock ticks, inevitably they’ll meander off course and the boos will return. Here’s where it gets interesting. Some continue moving, erratically pointing, and giving the crowd no way to help with a boo or a cheer. Fans are helpless to guide, and the contestant aimlessly wanders the endzone until the 30 second clock expires, often ending up a Trevor Harris bomb away from the prize.

Some take another tack. Once off track and hearing those same boos, they’ll stop. Then they point again and slowly turn until the applause sets new coordinates. With that, they start walking again. Usually once or twice more, they’ll angle off course, the fans will boo, and they’ll repeat the process to get back on course. But almost always this person wins.

Organizations also often operate in one of these two ways. Those like the first are in a race, and in a race you keep moving never stopping to re-evaluate. Time is ticking and it feels like pausing only creates risk. The partial info they’re getting, and not evaluating, combined with the inherent skill they feel they have is deemed enough to hit the goal.

An organization that follows the second strategy is one that’s comfortable pausing. The breath enables them time to absorb incoming info. They assess it against what they already know and determine if it sets them on a new course or on one that’s a small deviation from the original. Yes, the pause temporarily slows them down, but it quickly gets them on a clearer path.

For good or for bad, pace is a core element in our world today, making a pause more valuable. In the moment it can eat at us to slow down and gauge what to do next. And, while we have more data available to us than ever, instantly acting on each new insight can send us spiraling in uncoordinated directions, much like the ever moving contestant. So slow down, listen, use the info you need, discard what you don’t and keep moving to the target. The prizes at the end are usually pretty good!

All in a Name (and a Logo) - Questions From the Elks Process

As a follow up to my first Elks blog last week, I’ve had a few more thoughts about the idea of creating a new name and a new visual identity. You may notice that I don’t use the term ‘rebranding’, but that’s a conversation for a whole other day! On topic, there have been many comments that have circulated since the Elks name announcement on June 1^st. I thought I’d address those from my experience.

“They clearly didn’t do any research or thinking if they landed on a name like this.”

Now, I wasn’t involved in this process with the EE, but I can ensure you this is not the case. What people are really saying is “your research didn’t lead to an answer I like”. Likely their research was extensive and would’ve included the following, non-exhaustive, list of questions:

• What is the perception of the name Elks?
• Can the name be misused or does it have negative connotations to consider? 
• What is the grammatically correct usage – Elk or Elks? (This one we know as they addressed talking to Oxford Dictionary and linguistic experts with the University of Alberta)
• How will our different market segments connect to this name? Long time season ticket holders? Casual buyers? Kids? Young professionals?
• What are the tactical marketing options that could come from this name? Are they expansive or limiting? 
• Are there any legal impediments to using this name? Is it registered? Are there other sports organizations that have made consistent, regular use of this name? 

Organizations doing such a major change would always do a level of research. Are they boiling the ocean? Likely not, but it would be extensive enough to ensure comfort that their goals for using it will be largely met and their markets will generally accept, and ideally embrace it.

“The logo is so simple – my kid could’ve drawn it.”

Well, maybe your kid is mega talented and design firms are begging for her work, but if not, it might be worth looking at what a professional designer would consider. I’ve been fortunate to work with many incredible designers and to me, their key skill is being able to convey an idea, or concept with simplicity. People mistake simple for a lack of sophistication and to me, that’s not at all what happened with the Elks logo. Simplicity in a logo is done for a few considerations:

• Applications – For a football team, there are multiple and diverse logo uses including all types of merchandise, on television, small social media applications or painted large in the end zones. In each case, the integrity of a logo must be kept. Embroidering a kids hat, as an example, with tons of little lines and intricate details can erase that integrity. 
• Recognition – when there are fewer (and often unnecessary) details, it’s easier for the eye to grasp the concept of the logo and retain it. It becomes more memorable and easier to retain than a busy, complicated one. 
• Timelessness – there is a desire for this logo to be in place for a long time. While design trends will change, a simple logo can avoid the risks of looking outdated. The Montreal Canadiens ‘CH’ and even the EE, that’s remaining part of the Elks identity, are good examples. 

“I can’t believe it’s taken them this long to come up with a new name. Just decide on one and get moving!”

Many of us look at other jobs and make assumptions of how easy it must be to do it. How could those involved possibly not see what they’re missing? Those criticizing the timelines the EE took in finalizing a name are doing just that. A very public name like this benefits from taking time and following a diligent, intentional process. That process would’ve included the following:

• A deep assessment of the organization’s brand – and by brand I mean the full complement of what the organization is, does, and is perceived to be. It would also include an assessment of where it wants to go.
• Setting parameters – what requirements must the name meet
• The collecting of naming options – from internal or external sources then narrowing that list to ones fitting the outlined parameters that would face initial testing for availability, appropriateness, and value potential.
• A narrowing to a preferred 2-4 – these would face more scrutiny to study existing legal impediments (usage or registration by other organizations), do some initial market testing for perception, effectiveness representing the brand etc., availability of web and social media handles, visual and merchandise potential.

Two choices exist from here - one is to choose a couple finalists and take each down the road of creating visual identities or the other is to make a final name choice first and then embark down the registration process while beginning the logo and visual identity development.

• I’d choose number two. Split focus can see ideas from each start to blend together often rendering them weaker. Focus is key and completing each step on its own creates conviction and clearer direction. 
• With a name chosen, the logo and visual components are next. Designers likely would’ve been involved in parts of the naming process to glean insights on what the organization is aiming to convey. Client meetings would ensue to dive deeper into needs of the logo and visual identity. 
• From there, concepts are sketched, developed and ultimately a range of possibilities are narrowed down.
• The firm must then decide how many to show the client. Their one preferred? Two? Multiple? Each situation is different, but the answer is never multiple if that means 4 or more. This sets the table for indecision, requests to combine features from different options and ultimately a weaker design. 
• Designers treat each option as unique creations that stand on their own. They’re not like Lego sets where you move something you like from one design to another. 
• No matter how many are presented, a firm will highlight how each carries unique visual representations of the brand and from there, final decisions are made and then the real work begins – using it.
• Updating all the places a new name and logo needs to be dropped in (letterhead, signage, nametags, merchandise, invoices, websites, e-signatures…need I go on?) will take a long time. If an organization wants a specific day where the switch is flipped and everything new appears, then all this must be done before. The Elks clearly took that path adding time in the lead up to the reveal.

I recognize this to be a longer blog but hopefully it presents some insight to the work behind the scenes to land on a new name, logo, and visual identity. Despite what some will think, it’s not an easy process and I can ensure the EE staff spent the majority of their waking moments over the last 6+ months on this very project. Largely the launch has been quite well received. I really like what they’ve done (though the helmets haven’t yet grown on me) and think it lends well to the next phase of the organization. It’s not easy work but I commend them for the level of thought and detail that’s gone into what they’ve revealed so far. Next…when’s kickoff?

All in a Name

Imagine getting hired to walk into someone’s delivery room and name their new baby. You’d get a lot of “oohh, that’s awful” or “I’d never name my kid that”. That’s essentially the job of any marketing firm that takes on the task of renaming an organization. Earlier this week the EE Football Team unveiled their new name and visual identity as the Edmonton Elks. Response was generally quite positive for the reveal but there were still many who felt they hadn’t done their research or had missed the boat on the renaming opportunity. Inevitably half will really like it, half won’t, and the other half will despise it.

To me, naming projects are the hardest thing in marketing for many reasons and this work done by the now Elks got me thinking about those challenges and lessons.

It’s emotional – even if clients suggest they’re ready for the change, it’s still an emotional experience. Much like my hospital room example, whether they’ve founded the organization or not, they have a connection to the existing name they may not even recognize or understand, and it’ll surface at some point.

It’s not all about the name – One time I was brought into a packed boardroom in front of 30 staff to talk through their name change. Many expressed worry that we were changing their identity as staff and were taking away what they’d accomplished as an organization. The lesson was the depth to which people felt that change and how much I needed to soothe them that their brand, individual contributions, and their value were only being enhanced, and not eliminated, by a clearer name.

Hidden fear – No matter the type of organization, the ones driving the name change will be scared but will hide it. It’s the fear of the unknown of how people will respond to it or whether it will provide value. The challenge for marketers is this anxiety will be hidden. The fear will show itself in other ways like asking for more and more options, or pushback on other projects that are normally easy. Address this early and help them through the fear. If you show you’re on their side and empathize with that fear, the process will go much smoother.

One piece of marketing puzzle – If someone came to me tomorrow and said I could no longer be called Doug and had to be William (a fine name by the way), it would feel really weird. Over time, however, I’d realize it didn’t change who I am, my personality, or my values. I’m not saying names aren’t important in business or as part of a brand, they are, but they’re not the most important thing. Remind yourself of that as you debate round 10 of moniker options.

I’m not a parent but I know many who have had a gut wrenching time deciding what to name a new arrival. I can understand that stress but no matter what is chosen, four months into that baby’s life, those same parents couldn’t imagine any other name for their child. Naming is difficult work but must be taken into context, especially if you’re ever hired to step into that hospital room.