A Cup of Coffee to Branding Greatness

  • 1 min read

Two months ago the Ohio University mascot, Rufus the Bobcat, attacked the Ohio State Buckeyes mascot, Brutus the Buckeye…on Brutus’ own turf in front of Brutus’ own fans.

Most of you know that OU and OSU are long-time rivals. But this particular fight wasn’t just a game-day skirmish. In fact, it was a premeditated plan set up by the guy inside Rufus’ big, fuzzy bobcat head, Brandon Hanning.

Brand moments

It was a plan so big that Hanning applied for the Rufus mascot job a year before the 10-second moment on which he’d set his sights…which meant hundreds of Rufus hours would need to be logged exciting fans for all OU sporting events leading up to the September 18, 2010 OU vs OSU game.

“It was actually my whole plan to tackle Brutus when I tried out to be mascot,” said the infamous – and now, of course, former mascot. “I tried out about a year ago, and the whole reason I tried out was so I could come up here to Ohio State and tackle Brutus.”

Now, I’m not taking sides here…I’m not a fan of OU or OSU. So why talk about it here?

The point: In a sea of content that’s trickling through a constant stream of mediocre branding attempts, there are opportunities for something better – something bigger…

And in this particular case, it’s called Michigan.

No one hates the Buckeyes more than the Michigan Wolverines. And though Michigan fans had absolutely no idea who Brandon Hanning was just a few months ago, they now count him as a Michigan hero.

BleacherReport.com wrote this: “Think back to all of the Michigan greats over the years. All of the men who have made you proud to be a Wolverine. Desmond Howard, Bo Schembechler, Charles Woodson, Chris Perry, Tom Brady, and most recently, Denard Robinson. Well, make room for one more…”

In addition to a Facebook Fan Club, Michigan blogs and websites are littered with “Thank You Brandon Hanning” headlines. Michigan fans have called him their “adopted mascot”. Hanning even appeared, as Rufus, with the Michigan Marching Band in their 11/6 half time show.

So here’s the bottom line: If you’re willing to put in the effort, the elbow grease, the heavy lifting… If you are dedicated…motivated…if you have a vision and never take your eye off of your end goal…for God’s sake, if you’re willing to do what it takes to excite intramural dodge ball and chess tournament audiences for a full year…then there are opportunities for branding greatness.

Picture of Wendy Brache

Wendy Brache

Wendy Brache builds and executes personal branding and online marketing strategy for executives and corporations in the high-tech sector. She is the author of Sales Force Branding: Differentiate from the Competition, and co-creator of the Sales Force Branding program. Wendy is a senior consultant specializing in B2B Corporate Social Media, Demand Generation and Marketing Automation, and is also a featured marketing technology speaker and columnist on renowned websites, such as Maria Shriver’s Women’s Conference, Chopra’s Intent.com and Denver’s GreatIdeasForKids.com.

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