Who owns your brand?
Who gets to make changes to your logo, the way you represent yourself to the world?
My alma mater, Michigan State University, is learning a lesson about ownership and management of their brand in a social media world.
Trademarks, Patents and Central Planning
The uproar is focused on the transition from the old logo (pictured above, left) to a re-imagined version (above, right). Athletic Director Mark Hollis explained that the move is part of a two year re-branding move by the university. However the reason the change to the logo became known wasn’t because of an official announcement, it came when someone notice MSU filed for an amendment to the US Trademark Office (the university had to ensure they kept rights to the new logo).
I’m torn by the decision. And I don’t like the new logo — I think it’s a bad move, especially since I have such a strong emotional connection to the ‘old’ logo.
My Dad has been taking me to MSU football games since I was just a little guy, and I still have ticket stubs from games my team won that hold some very dear memories. I won’t ever forget walking into Spartan Stadium and looking at my ticket, with the metallic green Sparty logo reflecting the light of the afternoon sun.
But does it matter?
Just because I have an emotional attachment to a logo, does it matter that the university says it’s time for a change?
Facebook Rallies the Base
I’m willing to accept the university has the right to do what they see fit with their intellectual property (hey, that’s the law). However, MSU — like most universities — needs to realize their community is an incredibly valuable asset. Why not involve Spartans like me in the decision to change an icon?
Some MSU students have already created a Facebook page to encourage users to become fans of the ‘old Sparty logo’, and many of the local East Lansing online papers are conducting informal polls seeking fan reaction (the most positive poll I read was 84% against the redesign).
Let’s be clear about one thing: I’m not trying to piss anyone off or ruffle feathers. I think this is a teachable moment about brands in the age of social media (and beyond). Keeping the primary ‘users’ of your product outside of decision making processes can seem rational, but you risk a publicized backlash from these same fans who act as ambassadors of this same brand.
Bottom line: We’re stakeholders too.
What’s your take on the matter? Leave a comment below…
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Great post Joe and I couldn’t agree more….don’t like the new logo and find it hard to believe they wouldn’t have seen this as an opportunity, rather then a legal matter. MSU’s communications team should have seen this as a great way to engage current student body, alumni and other key stakeholders in a decision that impacts all those groups. My questions is, why didn’t they involved the MSU community? Is it that they did’t know how? Or is it that they see community engagement in decision making as a nuisance?
Either way, it’s a miss.
Thanks Ross,
At least one Spartan doesn’t think community engagement is a nuisance, and that man is the new Executive Director of the Alumni Association, Scott Westerman.
My guess is that folks like Mark Hollis aren’t so much looking to malign Spartan Nation as they are a bit clueless about the power of the social networks in making initiatives like this successful.
We’re all ambassadors of this brand that we’ve invested time and, oh yeah — greenbacks — into. So to the MSU decision makers, we’re behind you, but please let us in on the process. Crowdsource. Pick out brains.
When we get to have some ownership in the process, we’ll actively promote the decisions that get made. Unless they suck
Excellent post. I agree completely.
As a 1991 graduate of MSU, and a lifetime MSU fan who has literally given thousands of dollars to the university over the last two decades plus, I’m extremely disappointed in MSU’s decision to change the Spartan logo. What particularly galls me, besides the fact that the new logo is terrible, is that the MSU community (students, faculty, alumni) were never consulted for input. Many of us see the “Spartan head” as more than just a logo, but as an important representation of an institution (MSU) that we hold dear to our hearts. I sincerely hope that the university reconsiders this logo change.
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