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We’ve written in this space before about the dangers of blanding, but that was mostly about what a brand became post-rebrand.
There’s a flip side to that: what a brand leaves behind.
We were reminded of this element in this AdAge piece, but also something that hit a little closer to home for us.
In news that mattered to no one outside its rather small alumni base, Saint Joseph’s University unveiled a rebranded mascot (still the Hawk) on Friday.
The Hawk (who, by the way, “will never die”) was a weird mascot. It had feathers. It flaps the entirety of its appearance in public. It is the only mascot in the NCAA that travels to all away games.
Most of all, it was pretty ugly.
Now, the Hawk looks like this.
Change the colors and it is basically this mascot from another small school with a basketball program that once caught lightning in a bottle.
So, what’s the point?
The rebrand might feel timely and of the moment. Maybe it’s good. But it has lost its quirks and it’s a lot less weird. That feels like a loss.
If all brands are fashion now, leaving behind what makes your brand your brand risks durability.