| 13 January 2010
So here’s a little update to my marketing post from a few days back. According to Matt over at iHook design, the job went to another agency. He also had this to say regarding the briefing from the Padres.
“You are right in the fact that coming up with original ideas and catch phrases that haven’t been used is difficult however if you read the overview you will understand where the “SD” come from San Diego came from and meant. Our goal with everything was to reconnect the fans to the team. The new official mark of the Padres is the “SD” emblem and our brief from the Padres was to build a campaign around their new primary mark.”
Most of us already know that Padres President Tom Garfinkel wanted to push the SD logo. In fact there was even a memo sent out to all Padres employees that “suggested” they wear something with the SD logo on it to work. Then to further their brand development, they created a new position and hired Laura Broderick as the Senior VP of Brand Development. She had previously worked with Nike for a summer, Dell since 1999 and apparently is a big fan of BBQ (which instantly makes her a favorite here at RJ’s Fro).
My post even got some of my fellow Padres bloggers wondering the same thing…
Gaslamp Ball
&
The Sacrifice Bunt Part 1 & Part 2
With all that said I have some breaking news for you. I was informed by a member of the Padres organization of their 2010 slogan. And guess what? I’m going to fill you in on it. Are you ready for this? Are you all sitting down?
It will be ………..nothing.
That’s right the current plan is to have no slogan. I personally like that news. Looking at the list of slogans I assembled from all the team websites, not a single one didn’t reek of cheesiness. I was told by this same source that if there is one, it will be “organic” & “genuine”, and something that won’t be changing every year. I personally have never quite understood why a team should have to change it’s slogan every year….or why it even really needs one in the first place. “Keep the Faith” was pretty much the only one that people seemed to like. I liked that one too but personally think that “Keep the Faith” kind of makes the Padres sound like perennial losers, and that’s not the marketing strategy you want to take on in the long run. When I was checking out all the team pages I noticed teams like the Yankees, Red Sox, Cubs & Mets didn’t have anything. But the lower rung teams like the Marlins, Indians, Nats & O’s all took the cheesy route. This blogger here is glad that the Padres aren’t taking the cheesey route for once. Now we just need to change that theme song and things will be looking even better.
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