THE DEVIL is in the details

Author

Brian Orr
October 04, 2023

There are 3 types of people in this world
- Those who love Brad Pitt
- Those who love baseball
- Those who love Brad Pitt and baseball 🙋🏻‍♂️ ← that’s me

In the movie "Moneyball," Brad Pitt's character revolutionizes the game of baseball through data analytics.

He made strategic decisions that changed the way the Oakland A’s felt about baseball and thereby the way the country felt about the Oakland A’s.

Today's story is somewhat similar, but it's not just about numbers and unfortunately not about Brad Pitt either.

It's about the power of a name, an identity, a culture, a BRAND.

As the MLB playoffs began yesterday and my hometown Rays are set to make another run, let's talk about how a pro sports team changed its identity.

The 1998-2007 Tampa Bay Devil Rays rebranded into the Tampa Bay Rays in 2008.

Skip to the Good Stuff

If you don’t care about how and why the Rays made a successful rebrand, that’s ok.

I put all the takeaways and action steps right here for you.

The case study below the Action Steps will help it all make sense.

Takeaways for Your Business

In branding, every element counts, including the words that make up your name.

If a part of your brand name or messaging is causing friction with your target audience, it might be time to reconsider it.

  • Reevaluate: Periodically assess if your brand aligns with your mission and audience.

  • Adapt: Don't be afraid to make changes. Adaptation is the key to longevity.

  • Stay True: While change is good, your core values should remain constant.

  • Invest in Talent: Whether it's your team or your product, quality is key to long-term success.

  • Use Data: Use analytics to make informed decisions that align with your business goals.

Action Steps

  1. Audit Your Brand: Take a hard look at your current brand identity. Does it align with your values and the market's needs?

  2. Consult Your Team: Before making any drastic changes, consult with your team and your audience.

  3. Implement Thoughtfully: Once you decide to rebrand, do it thoughtfully and strategically. Make sure you clearly communicate the changes and the reasons behind them.

  4. Strategic Partnerships: Team up with an experienced Brand Strategist who can help you through the process (click here)

I’ve helped many others define and execute their brands successfully. If you are ready to make your move, click to → book a consulting call with me.

Why Would a Pro Sports Team Rebrand?

Rebranding isn't just about changing a logo or a name; it's about redefining your identity to better align with your mission and audience. 

The Devil Rays did just that in 2008.

The term "Devil" in "Devil Rays" was a point of contention for some fans and stakeholders.

The name was often criticized for its negative connotations, and some felt it didn't align well with the team's identity or goals.

Removing "Devil" from the name was a strategic move to distance the team from any controversial or negative imagery, making it more palatable to a broader audience.

So they dropped the "Devil" and became the Rays to signify the light and energy that radiate from Tampa Bay.

The symbolism changed from the devil ray to the sunshine rays Florida is known for.

The Results

A World Series appearance in the same year and again in 2020.

They are now in the AL wild card game which makes 5 years straight of playoff appearances.

And have developed a stronger, more cohesive brand.

But let’s add some more clarity to this outcome: Branding is crucial but you still need a great product to succeed!

That’s how and why a rebrand isn’t just about colors and logos.

Your brand is about the entire culture of your company.

Operationally the Rays have been pioneers in using analytics to inform their strategies, both on and off the field.

Despite a lower payroll compared to other teams, they've managed to remain competitive thanks to smart acquisitions and trades.

They’ve also been lauded for their player development system, constantly churning out young talents who have made significant contributions.

The rebrand and subsequent performance have had a positive impact on ticket sales, merchandise, and overall brand value.

The Rays have successfully leveraged their on-field success to create many new revenue streams and partnerships.

*Note: They made zero appearances as the Devil Rays.

Shiny Object Syndrome?

In your business, as in baseball, staying fluid is crucial.

Markets change, consumer preferences evolve, and sticking to an outdated identity can be a recipe for stagnation.

The Rays understood this and adapted, without sacrificing their core values and essence.

The key to successful rebranding is to stay true to your core values while adapting to the current landscape.

The Rays maintained their commitment to their community and the sport while shedding an identity that no longer served them.

They also established a new BRAND of baseball operations within their organization.

Understanding the Rays' journey post-2008 can serve as a case study of how strategic changes, both in branding and operations, can lead to a transformation in performance and business metrics.

So, are you the Devils of your industry, or are you ready to become the Rays?

The choice is yours.

⚾️ Are you ready to hit a grand slam? ← that’s a good thing

Brian “moneyball” Orr

P.S. If you’re in the St Petersburg, Florida area I will be conducting a Branding and Customer Relationship Workshop on October 4th at 7 pm.

I will be teaching the opportunity and power of having ONE HAPPY CLIENT.

Reply to this email and I’ll send you a ticket.