Why would you want a brand that only offends some? #Redskins

This last week has seen some support (or at least reduced opposition) for the “Redskins” name.  This article in the Washington Post suggests that the majority of Native Americans are NOT offended by the Redskins name.  Fair enough – and I can see both sides of the issue.  To some its a small point and to others its a symbolically huge issue.

One things that i do keep coming back to is the business question involved.  Why would any business want a brand name that was even close to offensive?  Yes there are the matters of history and name recognition but this is the NFL.  But… The fans (consumers) know the team and the history.  Washington football fans aren’t going to forget about past successes because of a name change.  Its also an industry that has a built in publicity machine.

I have spent a lot of time looking at the economics of mascot changes and the net conclusion is that it just doesn’t hurt factors like revenues or attendance.

The right question in all this should be “What is the right name going forward?”

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