Faux Branding

Looking at the somewhat formula-driven efforts of colleges and universities to "create" or "redefine" brands, I've come to a new conclusion:

Brand is what you do when you don't know who you are.

Quick, duck. Incoming flak.

Marketers, messengers, countrymen -- count to 10 after that line and hear me out.

I submit for your approval, the considerable efforts of Mississippi State's new athletic director, Scott Stricklin. Raise your hands, SEC brethren, if you've ever heard an illegal noise maker at a Bulldog event. The league has a pretty clear rule against them; they are all over the place in Maroon and White events. What to do?

Well, the new AD didn't try to "rebrand" MSU, or "educate" Bulldog fans to go against what is very clearly a long-standing tradition. Cowbells. Agriculturally-oriented majors (some very high level ones, might add), a proud rural setting for the school -- thus, phenomenal point of pride. One might say, it is what set apart these Maroon Bulldogs from Georgia 'Dogs (who would similarly say 'Dogs often rather than Bulldog) or from Louisiana Tech Bulldogs (who as women, are Lady Techsters, not Lady Bulldogs).

Stricklin worked to get some accommodations to allow his fan base to be who they are -- cowbell ringin' Bulldog backers -- but do it in a way that accommodates the no noisemaker ban that has been in effect for decades in the SEC.

See, those of us on the outside can make fun all day long about those damn stupid loud cowbells -- but we're not suppose to get it. We're not Miss State Bulldogs.

Kind of like that damn woo pig thing those Razorbacks do. Get it now?

Thus, the most successful "branding" is recognizing and emphasizing the things that set you apart; that are part of your core.

And when you don't know who you are or what you stand for, well, grab some glibness, add some slickness and wax on a thick coat of generic branding.

Far better to ring you inner bell.