brand

What's in a Name?

What's in a Name?

After two years of handwringing and anticipation, the football team formerly known as the Football Team releases its rebrand—a term to be used loosely.

At the start of this process, I chronicled how the Washington Commanders, née Football Team, had allowed decades of off-the-field reputational crises to define them, and how their rebranding was an opportunity to strategically rebuild a connection with their audience.

Did they fumble the kickoff?