Anyone who knows anything about the NFL will attest to the fact that “The League” runs much like any other billion-dollar organization. It is a business that holds its members accountable for growing sustaining their fan base and, of course, generating revenue.
The NFL consists of 32 teams but only a handful of them have sustained a relatively consistent popularity level since the NFL-AFL merger. While there are many reasons for their popularity, branding is one that can have implications on big-picture decisions made from executives all the way down to the day-to-day decisions from coaches.
When talking about NFL team branding it is important to distinguish between two types. The first is the more tangible and visible type of brand. For the sake of this study, let’s call this the Off-Field Brand. A team’s name, symbol, and colors can be seen by anyone, whether they are fans of the game or not. This is the easiest way for a team to appeal to the average sports fan, especially if they do not follow the NFL on a regular basis.
The other type of branding is much more intangible and difficult for the average fan to appreciate, but important nonetheless. A team’s philosophy can be a brand in itself. Let’s call this the On-Field Brand. A team’s philosophy may include characteristics such as style of play, attitude, and team character. In this sense, a team’s brand is more likely to command a deeper fan loyalty than that of a team’s color or design.
It goes without saying that a team’s hometown is an integral factor for which fans it attracts, but it is neutral. Often, a team’s city is reflective of a team’s tangible and intangible brand, especially when referring to attitude (ala. Philadelphia Eagles, Chicago Bears, etc.) However, it remains only one part of a team’s brand.
I looked at the NFL as a whole and mainly considered the following in determining the top five On Field team brands:
Team history-what has the team done in its history and what affect has it had on its fans?
Longevity of brand-how long has the team been recognized for its brand?
Brand elasticity-how flexible has the team’s brand been throughout its history?
Size of market-how big is the market for the team?
Given these factors here are my top 5 On Field Brands:
1) Pittsburgh Steelers-when you think of the Steelers, it’s easy to think “blue-collar” defense and overall physical play. While recent Steeler teams have veered from it’s run-first ground and pound style on offense, the defense remains one of the most intimidating in the league. Since their Steel Curtain days in the 1970’s, the Steelers are trademarked by their overall toughness. It is no coincidence Steeler greats such as Jack Lambert, Joe Greene, Franco Harris, Jerome Bettis, and even Ben Roethlisberger have all been some of the toughest players in NFL history.
2) Oakland Raiders-if there is one word that describes the Raiders throughout the years in a nutshell, it’s got to be “attitude”. Some of the nastiest games you will ever see are those between the Raiders and Steelers in the 1970’s. Historically known as a “dirty” team, it seems that there have been a handful of players each decade since the 70’s that were considered the dirtiest in the league at some point in their career. From Jack Tatum to Lyle Alzado to Steve Wisniewski, dirty players seemed to flock to this organization. This on field attitude was reflected in their fans as well (see. Black Hole) and inspired some great costumes
3) Green Bay Packers-the history speaks for itself but it seems that the echoes of legend Vince Lombardi still resound in the team’s philosophies today. Players describe playing in Lambeau Field as a mission to give their best and honor those that came before them. Some would consider the Packers the “golden boys” of the NFL. Their clean-cut reputation attracts fans from all over the country. There is something to be said about one of the most popular teams in the NFL being from Green Bay, Wisconsin.
4) Dallas Cowboys-some believe the Cowboys are still “America’s Team” and there is some reason to believe they still are. Television ratings for Cowboys games are still amongst the highest in the NFL and their fan base remains plenty sizeable. What makes this team unique is their belief in winning. The Cowboys truly believe they are Super Bowl contenders year in and year out and fans love that confidence.
5) New York Jets/Giants-this is a cop-out but I simply couldn’t settle for one. Of the teams on this list, these teams are probably most reflective of their city. Each of these teams are known for their attitude, competitiveness, and ability to handle the spotlight. Guys that don’t fit those three criteria simply don’t make it on either of these teams. These teams do not tolerate frailty and neither do their fans.
As we approach the 2012 NFL Draft, I thought of some players entering the draft who would fit both the needs and brands of each of these teams based on projected draft positioning in any round:
Steelers-Stanford OG David DeCastro, Memphis DT Dontari Poe
Raiders-North Alabama CB Janoris Jenkins, Okla St. WR Justin Blackmon
Packers-Boston College ILB Luke Kuechly, USC DE Nick Perry
Cowboys-Iowa OT Riley Reif, Alabama S Mark Barron
Jets-Alabama OLB Courtney Upshaw, Notre Dame WR Michael Floyd
Giants-Ohio State OT Mike Adams, Stanford TE Coby Fleener
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