Sport

The Cleveland Browns are an American football team which is based in Cleveland, Ohio.  The Browns are currently the only team in the NFL which does not use a logo on their helmets.  However, the team has utilized a variety of promotional logos across the years, such as the Brownie Elf mascot or a brown B in a white football.  While the Brownie Elf logo was discarded in the mid 1960s, as it was thought to be too immature, the Elf has been revived under the present ownership.  In 1964, NFL Creative Services created a brown CB logo for the Browns helmet.  The logos were deeply unpopular with the players and were removed before the first preseason game.  Finally, the reputation of the Dawg Pound section at Cleveland Browns Stadium has led to a brown and orange dog being used for various Browns functions.  Overall, the orange, logo-less helmet continues to be the primary brand of the Cleveland Browns.

Since there is already great popularity surrounding the Dawg Pound, which is an idea directly stemming from the fan base, it makes sense to utilize the Dawg (a brown and orange dog) as the Cleveland Browns logo targeting the fan base market.

It is obvious from the activities of the fans that they do want a logo and mascot and that the ideal logo and mascot would be the Dawg, so it is my goal to place full efforts in marketing the Dawg across a wide spectrum.

An idea for the team slogan is Who Let the Browns Out, similar to a popular recent pop song about dogsmen.

Creating a poster based on the slogan, the team could be featured bursting through the poster or out of a dog pound with the mascot Dawg taking the lead.

In marketing this new brand, there is already the obvious clue that the fans already like the idea of a Dawg logo and mascot, so it is natural to assume that it would be wildly popular.  The Dawg would be featured on commercials, tickets, posters, shirts, hats, cups, and, of course, the team helmet, and would be marketed as the logo of the fans during all public relations.

By keeping track of sales revenue from the point in time when the new brand is fully marketed on all fronts, I would be able to calculate whether the intense support of a Browns logo, the Dawg, is helping to boost sales as well as team and fan morale.