The Rebranding of the Buckeyes

What a great weekend for Buckeye Nation!  Although I didn’t have the privilege of being in attendance, all signs point to the fact that Saturday’s open practice with the students was a tremendous success!!  This is one of many great ideas Coach Meyer and his staff have put together in the process of giving the look of Ohio State football a facelift.  This “rebranding” is something I would like to talk about.

Being in marketing, I sometimes get caught up in commercials and magazine articles as I dissect the target audience and the intention behind the messaging.  Although the refurbishing of the Ohio State image is not a commercial, nor a magazine article, I have taken notice to several things this new coaching staff has put into place…and for good reason.  After everything that’s happened to this program over the past year or so, the most important thing any new coach could do is demonstrate that OSU is still the best place to get your education, develop as a young man and play on a perennial powerhouse football team.  Head Coach Urban Meyer and his staff have meticulously done that since day one.

Take, for example, the official Ohio State website.  Even though they had created this new look prior to Coach Meyer taking over the helm, the new way in which they highlight news, add photos and video and portray the “champions” of Ohio State is straight from the Urban Meyer playbook.  The way that all of the coaches seemingly use the media in terms of interviews, social media, videos and news reporters is completely different than we’ve seen before and portrays the transparency Coach Meyer promised to have on the day he was hired.  Ohio State has also approved the $7 million purchase of a new scoreboard and high definition video monitor, sound system and video ribbons that will circle part of the stadium.  If you’ve been to a game in the last decade, you’ll know that this was sorely needed and will benefit everyone that attends future games as well as be impressive to future recruits.  That was followed up by this past weekend’s open practice where the students at OSU were given full access to the team as well as a tour of the beloved Ohio Stadium.  Word is also out that Coach Meyer is bringing his wildly successful “Friday Night Lights” up from Gainesville to Columbus.  Anyone who has followed football recruiting knows how successful Meyer was in attracting the top high school talent each summer to the bright lights of the Swamp.  And I’m sure this is just the beginning of big things we will be seeing out of the “Mecca” of college football.

Now, I realize that some stories have come out recently that portray Coach Meyer in very poor light.  I refuse to give those articles any more publicity than they have already gotten.  Personally, I think it’s a combination of a sore Florida fan base and the ever-present media hatred for Ohio State that continues to cause these things.  Sometimes I wish these reporters and “snitches” would look themselves in the mirror and think about their own faults and mistakes before trying to irresponsibly destroy the lives of others…but that’s just me.  Regardless of the reasoning behind the stories and whether there is any truth to them or not, the bottom line is:  People are people.  EVERYONE makes mistakes…me, you, Matt Hayes, George Dorhmann, Urban Meyer and Jim Tressell.  We’ve seen it before, we’ll see it again.  I have no doubt that the perfect coach for Ohio State University’s football team is Urban Meyer.  He has my full support and Buckeye love and as Buckeye fans, I’m sure he has yours, too.

The present and future is very bright at Ohio State.  We have arguably the best coach in college football, one of the best assistant coaching staffs, the best and largest fan base of any football team, a renovated ‘Shoe on the way and promise of continued football dominance in the days ahead.   I can’t wait to see this team play in the fall, but for now, I’ll take the Spring Game this Saturday!  Go Bucks!!

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