The WFT name change is not only an internal change but an external one.
The rebranding says to the world, “Look at what we’re doing to change. We want you on board. That way, when the new name comes, you can’t say we didn’t involve you. You can’t say we’re tone-deaf. You can’t say we didn’t take the steps to be better. No, you’ve been there the entire way.”
This public conversation began with the first episode of Making the Brand. This show explained the reasons the franchise name change to the Washington Football Team. Though only a few episodes, the show was a great misdirection. It began a new story but not a news story. News pundits and bloggers pulled whatever information from the videos. It gave Washington a good news buzz. When you finish the 2021-22 season 7-10, the good news is scarce but welcomed.
Ah, the power of positivity.
Who doesn’t talk about receiving more 25,000 submissions about what the new name should be. That’s good news! Everyone wants to see different and be a part of whatever comes next.
The WFT Name Change: 3 Things to Watch For In 2022
There are 3 things that will happen following the WFT name change:
- The WFT will draft a new QB. The 2022 NFL Draft will be special because that player will start for the WFT. A young, vibrant fresh face will be marketable and sellable to the fanbase. In 2021 the WFT did not have a top-selling jersey in the Top Ten. That could change with the right QB.
- Ron Rivera is still the guy. No matter how you feel, he’s the guy for 2022. His journey as the coach/Cancer survivor fuses with the team’s momentum to be different and endure obstacles.
- Week 1 will feel like the Super Bowl. Will be the same old team in a new uniform and name? Or will they have experienced true internal change? Everyone will be watching to see what pace Washington sets.
Like them or not, Washington has created a template on how to rebrand a product deemed out of touch. They stopped responding in defense and responded by telling a story about change. February 2, 2022 will birth a new NFL team from an old one and begin a new legacy.
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