The NFL’s Tampa Bay Buccaneers and restaurant chain the Olive Garden have both made drastic changes to their uniforms and logo respectively. The Bucs last drastic change eventually lead to a Super Bowl win. Will lightning strike twice for the Bucs? Similarly, the Olive Garden just revamped their logo to mixed reviews in an effort to save the struggling restaurant. Is this a sign of desperation?
During the early years of franchise history, the Tampa Bay Buccaneers were one of the worst teams in the NFL, going 0-14 in one season. This is when they donned the orange, University of Tennessee-like uniforms. In 1997 they change their uniforms to red, pewter, black and orange. Five years later, they were Super Bowl champions. Of course, it was more than the uniforms that made them champions. General Manager Rich McKay and former head coach Tony Dungy had built the team for success. But, I do think it was a part of that success. The Bucs needed a change to disassociate from their losing past. Even as a fan of football, I looked at the team with different expectations when the uniforms changed. With all of the controversy surrounding the team lately, I think it is a good move to go for a new look to start anew. But, can a restaurant do that?
The Olive Garden has a more difficult road to make this work. Will changing the logo be enough? Is the menu changing? Will the décor change? Renovation plans? Revamped marketing strategy? If you don’t drive by one of their restaurants, how would the masses know the logo changed? A new logo that no one sees will not make a big difference. How will it get more customers in Olive Garden. When Starbucks unveiled a new logo in 2011, it also met with criticism from skeptics. But, the beauty of Starbucks, is that even if you don’t go to Starbucks, you see those cups everywhere. It’s like a marketing sign on the go. If this is a move to rally Olive Garden’s troops or improve morale, then maybe this has a chance of succeeding. Rallied troops with improved morale could lead to better service which then leads to more frequent repeat customers. Well, it worked for Starbucks anyway. Can’t wait to see what happens.
Have you tried to change your image, your personal brand to detach from the old you? If so, what did you do?