Quietly, just over two months ago, we got our Lady Vols back. As you may recall, back in 2014, The University of Tennessee, Knoxville decided to consolidate its athletic branding behind the ubiquitous orange “Power T.” The women’s basketball team was exempted from the brand consolidation and retained the Lady Vol name and old-school logo in honor of our beloved departed coach, Pat Head Summitt. (See here.)
Many can be credited with the revival of the Lady Vols brand (and I do consider it to be an accomplishment), although perhaps these five heroic women are owed the largest debt of gratitude for the achievement. I guess my earlier envisioned dreams of profiting from the abandonment of the trademarked Lady Vols logo will not soon be realized . . . .
There are lingering lessons in this affair for businesses and their management–and universities (as well as their athletic departments) are, among other things, businesses. Knoxville’s former Mayor weighed in with comments on the matter in a recent local news column, advising “you need to be sensitive to what the customer likes.” He concludes (bracketed text added by me):
People will speculate for a long time on how UT