Rebranding a sports franchise by celebrating the heritage of being the first professional baseball team
Positioning, Rebranding and Marketing
Rebranding of the Cincinnati Reds. "Rebranding the Reds? How are you going to do that?" Well, they showed me. Their research revealed that the Cincinnati Reds were the VERY FIRST professional baseball team...EVER. Forget the Red Sox and the Bronx Bombers. They also discovered an early tradition that the season doesn't begin until the Reds play their first game. What if the Reds celebrated the beginning of baseball every year and owned the season opener? What a great idea. Look through the work and you'll see the nuances that capture the heritage and values of America's pastime.