In order to clarify brand positioning, research plays a critical role in the branding or rebranding process. Our approaches can include combinations of qualitative, quantitative, experiential, brand audits and fan surveys, depending on the needs of the assignment. But, all research starts by digging around in the original brand DNA, a process we like to call "Brand Archaeology."
Old or new, sports franchises generally choose to rebrand because of changes in ownership, but sometimes other factors come in to play: new ballparks or recognizing a general lack of brand energy and performance on the field and in the stands. Most every franchise in sports has rebranded at some point, and regardless of why, the idea of updating a franchise identity always comes down to a delicate and sensitive thinking process. Simply put, you want to generate new buzz without rocking the boat.
And that boat becomes even easier to rock when a relatively young franchise might be looking to rebrand for the first time, like, for instance, the Colorado Rockies.