![]() ![]() “We’re not just a rubber stamp for the team,” he said. The collaborative process results in a deep dive into a community’s identity, Klein said. ![]() Even if the proposals are unique, there’s a ground-level approach that involves multiple visits to the community as well as meetings with team officials, civic leaders and fans. Part of the company’s process is working closely with the team and community to come up with the right mascot and team name. Outsiders may scratch their heads about the off-the-wall mascot choices, but Brandiose arrives at its choices by embracing the personality of each municipality. That storytelling, whether it comes from a space raccoon or a jumbo shrimp, is all intentional, Klein said. “I love the idea that America is almost boiled down to minor league baseball caps. “I love the idea that these minor league logos are like storytelling,” Klein said. That team, the Class AA West Tenn Diamond Jaxx (later renamed the Jackson Generals), paved the way for Klein and White to become a dominant force in minor league branding, with dozens of teams now sporting logos designed by the company. “We mailed letters to 150 minor league baseball teams offering our services,” Klein said. At the suggestion of a licensing colleague, they turned their hobby into a business. That led to more high school logo work and to the pair eventually working out of their college dorm room. ![]() It is a branding style that has drawn some eye rolls from critics concerned about too much uniformity from team to team, but one that has proved wildly popular.īrandiose, which is based in San Diego, began when its founders, Jason Klein and Casey White, designed their high school’s mascot. The Trash Pandas are following a game plan used by teams like the Amarillo Sod Poodles and the El Paso Chihuahuas, both in Texas, and the Hartford Yard Goats in Connecticut. Success like this is nothing new for Brandiose, the sports marketing company behind the team’s merchandise boom. “Since we started playing home games, we haven’t been able to keep up with the demand of our online orders and having stock in the team store,” said Lindsey Knupp, the team’s vice president for marketing, promotions and entertainment. ![]()
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