Why Does Changing A Team’s Name Take So Long?

A handful of brand agencies have strong tools in place to mine new names and objectively evaluate them. Given the high stakes to find the right name for Washington and Cleveland, they might spend low-six figures for this expert advice.

This is the pivotal moment of the process; which criteria take precedent, then grading each name. But after the field is narrowed to a reasonable number, the design process begins — months of exploring logos, wordmarks, uniforms, field designs, merchandise concepts.

After the design process is complete, the trademark lawyers conduct a thorough international search on the name. Every name is being used somewhere, from Singapore to Saginaw. The experts take several more months to evaluate if there would be a legitimate claim for rights infringement before clearing the name for registration.

Give credit to the leadership of the Washington Football Team and Cleveland’s baseball club. There is short-term pain to delaying the new name launch for a season or two. But being process-driven — even taking a year or more to do it right — is worth it in the long run. This is not a “trust your gut” decision. It’s as crucial a decision as the quarterback you’re drafting early in the first round. The difference is, you can trade or cut the quarterback if he bombs.

John Rizzardini is a Seattle-based sports consultant specializing in new franchise development. He has worked on brand identity strategy with the Seattle Kraken, Seattle Sounders FC and Las Vegas Lights FC.

Until they name them let’s use:

Washington Red Tape

Well, maybe if the Washington Racists had decided to make this decision about 40 years ago, when the outcry against using a slur as a team name really took off, it wouldn't have been such a big deal. As for Cleveland, they've only had about two decades of serious backlash.

As long as it's taking them to address this, I would say the Washington Procrastinators would be fitting.

I thought we had decided on the Washington Lizard People.

NFL gotta be the washington bog men ... the mascot could be a zombie .

It’s forever the Redskins so…that’s that.

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