How to Polish a Tarnished Brand

0lyn • 22nd Jul 2010 • Media

Today we got word of the first step in polishing of a tarnished brand – one the is so close to me that I am absolutely giddy with anticipation for it to start.  Confession alert – my oldest offspring went to USC, and is one of the founders of Trojan Wire and web site since 2000 highlighting Trojan Athletics.  He is also a contributor to SC Playbook, a print magazine about SC sports. His full time profession is working on Nike basketball marketing for a large NYC digital advertising agency.  That is the family connection, and the basis for the importance of this news.  We are knee deep here in USC football, and the recent months have not been kind to our brand and our egos.

Today the new, incoming USC President, Max Nikias, named Pat Haden to be the new Athletic Director at USC.  Pat, a star quarterback in the early 70’s personifies all of the virtues normally found on the plaques on the walls at Heritage Hall.  His job is to polish the brand and bring back both victory and an image that raging alumni are demanding.

When my son and I were talking about replacements for Mike Garrett, who we both felt needed to go in light of the numerous problems with both the football and basketball programs.  I could only think of one name that would be perfect for the job – Pat Haden.  I would like to think I am brilliant, but Pat was the obvious choice.

Pat has a long history with USC, both as an athlete and an equally large role as an alumnus who stayed extremely close to the school with numerous links to athletics the university in general.  This is going to be an exciting time for USC and for a whole new re-branding program.  As a consultant, I have been retained to help in rebuilding and re-branding troubled companies.  I know what it takes, and for all of SC’s recent troubles this won’t be a cakewalk.  However, this should be one for the textbooks – and we know how expensive those are today.  The right person got the job.  Good luck USC, good luck Pat Haden – Fight On Trojans.  This is one hell of a big game I know you will win.  We’ll be watching and keeping score – maybe even a new textbook or two on how to win with style, while polishing the brand at the same time.How