Category: Marketing

“I truly think Ralphie belongs to academics as much as it does sports.” – quote from a Daily Camera Facebook fan who commented about an article discussing Ralphie’s use and misuse.

On February 12 the headlines of the Daily Camera Local section read, “CU corrals use of the Ralphie logo” – Tightening reins on mascot’s image is a result of branding campaign.

Over the past 9 months the Camera has documented efforts by the athletic department to control use of the Ralphie. Mike Bohn and company have been portrayed in a positive light, as they tried to work with local business leaders to educate and better manage use of the university’s most beloved marketing logo.

Past articles have featured discussions about local businesses which either used or misused Ralphie for promotional purposes. The most recent violators include on-campus units such as food services in the UMC whose employees wore uniform/t-shirts with Ralphie on them. For years, the Leeds School of Business which has had a two-foot Ralphie plastered on the wall in the lobby of the dean’s suites.

Branding is a serious matter. CU fans of all types like Ralphie because the logo is unique and it represents the positive things about CU. It is a feel good logo.

Cynics are quick to point out that the interlocking CU may be elegant, but it represents perceptions of CU that are not necessarily positive. For example, CU stands for Cornhuskerhater U – and obnoxious football fans, Cannabis U – and the infamous 4/21 on-campus celebrations, Churchill U – and Ward Churchill’s contribution to the school’s image, Coors U – for the beerless sporting events held in the Coors Events Center, or Controversy U – for the ongoing challenges that keep the state’s flagship university in the headlines. Branding is important.

Prior to February 12, the athletic department was the designated “Ralphie enforcer.” The article suggests that they aren’t the villains. In fact, nobody in the CU system is the bad guy. Instead, the blame for the crackdown is a much needed $780,000 branding and awareness campaign.

In the article, Regent Stephen Ludwig, D-Lone Tree pointed out that the enforcement has been heightened for financial and communication reasons. He stated, “The enforcement may seem Draconian, but we are a $2.8 billion enterprise that has invested a lot of time and money in getting our branding straight so that we can communicate with one voice.”

And another reason for the crackdown is money.

The article also quoted CU officials who clarified that Ralphie can only be used for sports and competition, such as political campaigns for the regents. One regent indicated that he had used the logo in his campaign because it is a great logo that people recognize. Another regent indicated that she avoided using Ralphie in her campaign because it represents athletics only at the Boulder campus and the regents serve multiple systems.

For many, the branding discussion is contentious and it raises a series of questions.

• Do the CU regents have their priorities straight when their discussions are focused on whether food service employees in Boulder should be wearing Ralphie t-shirts?
• Are the “Ralphie enforcers” being Draconian by enforcing the tactics outlined in their branding campaign?
• Is the $2.8 billion enterprise more focused on $$ generated from Ralphie than they are in making the state’s flagship university stronger and more relevant?
• How can the regents justify using Ralphie in their election campaigns?
• What is the first thing that comes to mind when Colorado residents are asked to think about when you mention CU – Ward Churchill, party school, corn huskers, academics, or Ralphie?

Like it or not, branding is a serious matter – for Google, the Bubba Gump’s restaurant chain, and CU – and that includes Ralphie.

These are YOUR Colorado Buffs, but be careful what you do with Ralphie.

Go Buffs!

 

The following articles from the Boulder Daily Camera are testimony to the fact that college athletics is big business. In Boulder, the ante has been upped since CU moved to the PAC-12 and since CU has experienced a $50 million shortfall over the past two years.

“Reining in Ralphie – CU Bolsters Brand. University Beefs up Logo Protection”
This article was the front page headline on Sunday June 5, 2011.

The article states, “The Buffs Barber Shop on University Hill is a shrine to CU sports-from the signature charging Ralphie logo dominating the window front to the pennants, signed footballs, clocks and encased Barbie cheerleader doll that decorate the inside of the shop. Now the business relationship between the barbershop and CU has been strained because of a dispute over licensing royalties, and the squabble has broken the partnership beyond repair, say both sides.”

The article continues by stating that CU earns about $750,000 per year from its trademark, well below the average of other PAC-10 schools, about $1.2 million. Officially licensed Buff merchandise includes dog bones, bird houses, Victoria’s Secret underwear and sweatshirts, action figures, tricycles, and cheerleading uniforms for toddlers.

By comparison, the University of Texas brings in $10 million a year in revenue from licensing agreements. Texas has turned down opportunities to use their logo on funeral urns, toilet seats, guns, knives, and the paper that covers patient tables in physicians’ offices.

The Camera stated that the use/misuse of Ralphie is not a light matter. His likeness smoking a joint has graced t-shirts promoting 4/20 that said “Buff. Buff. Pass.” Another hijacked image of Ralphie shows him being humped by Cam the Ram; the t-shirt is popular at the CSU-CU football game. Finally there have been concerns about the CU image being placed on shot glasses.

“Buffs Barber Shop, CU Come to Agreement”
This article appeared at the bottom of the front page on Thursday June 30, 2011.

The article states, “Under the new deal, the school’s trademarked charging Ralphie image will be removed from the store’s window front and replaced with a more generic buffalo logo.

“CU’s Licensing Officials Keeping Eye on New Ralphie’s Restaurant”
This article appeared at the bottom of the front page of the Local section on August 20, 2011.

The article states, “CU spokesman Bronson Hilliard on Friday wouldn’t go so far as to say that the restaurant is in violation of the school’s trademark policies. But, he said athletic director Mike Bohn and licensing director J.T. Galloway will be swinging by the restaurant to talk about the use of the name Ralphie. Hilliard further commented that they’ll talk to them about the use of Ralphie and see what kind of friendly arrangement we can come to. They’ll sit down, on a human level, and see what they’re trying to achieve. We to need to protect our symbols. But it will be in a friendly conversation, not a cease-and desist order.

Art Johnson, co-owner with his wife Lisa, played football during the 1970s. He also owns a real estate company called Golden Buff Realty.

The moral of the story – before you start a business, hold a fundraiser, or plan a public relations campaign that involves a local sports team’s logo or trade name, check with the organization about what can and cannot be used. Licensing agreements and trademarks are part of the revenue stream for these organizations and athletic departments rightfully protect their assets. To quote Hilliard, “Imagine what a liquor store or a marijuana dispensary or a strip club could do if they could get a hold of our brand.”