Rebranding the Redskins

The Washington Redskins management announced in July that the NFL team will retire its name and mascot and rebrand itself away from divisive Native American imagery. The $3.4 billion organization, he seventh-most valuable franchise in the league, is now known as the “Washington Football Team,” with a fresh name and look tentatively to be unveiled in 2021.

But what will it take to completely rebrand such a long-established sports franchise? And is a year enough time? What kind of new name should they adopt? Will the team colors be retained?

For a recent piece in Virginia Business, I asked local branding experts what they thought the team should do.  Read the piece. right here.

To hear my Open Source RVA interview with branding guru Kelly O'Keefe, which explores this same subject, go to the Source podcast page.