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“London Rippers” – When Branding Goes Wrong
London, Ontario residents certainly weren’t cheering yesterday when they learned the name of their new professional baseball team. Team President, David Martin, announced Tuesday that the newest edition to the Frontier Baseball League franchise, slated to take the field at Labatt Park in 2012, will be known as the London Rippers.
Sound familiar?
Residents have taken to the Internet today protesting the name, and its not-so-subtle reference to London, England’s infamous serial killer, Jack the Ripper. And it gets worse.
The team’s mascot will be named Jack. File this under even bad press is good press?
Martin remains unapologetic however, stating via the London Free Press website that the word “rippers” is commonly used in baseball terminology. The term speaks to the batting prowess of a player — great hitters are known to “rip” the cover off the baseball when they connect. And the story behind Jack’s name? Marin explains that the Diamond Jack is a frustrated hockey player who found he could really “rip” a baseball.
While some fans think the uproar is overblown, (@hilariously stated on Twitter, “Dear abused women’s center workers- ctfd. Having a baseball team called the rippers is not going to lead to more battered women”), Megan Walker, executive director of the London Abused Women’s Center, is far from amused. Walker was quoted in the Free Press web edition this morning saying, “You don’t have to be the brightest bulb on the block to realize Jack and Ripper go together. People are outraged. I think it’s appalling. It’s insulting and stupid and they better rethink their entire marketing strategy.” A quick scan of Twitter confirms that Walker isn’t alone. “If only it was a joke! London Rippers! Seriously? What’s your slogan: “batter up”? #london Rippers #ldnont,” states @Barbara36.
If ever you doubted the power of branding, this story should serve as a loud wake-up call. The Ripper’s controversy is the perfect example of how NOT to brand you product, service or organization. Let’s take a look at the evidence:
1) Market Ignorance
At some point in the branding process, someone in this organization must have put two and two together and commented on the obvious issues involved in this project. Surely market research would have turned up some obvious dissatisfaction. Which means that either a) market research was never carried out, or b) the organization chose to ignore the findings? Market ignorance is one of the biggest mistakes a company can make when branding — how can you expect to connect with your audience when you refuse to listen to their feedback?
2) Failure to Understand the Target Market
In the Free Press article, Martin is quoted as saying “it’s about people engaging our brand and getting excited about baseball at Labatt Park.” What Martin fails to realize is that people don’t really want to relate to a serial killer. Some people are seeing an upside however, @trada20 stated: “Now when I say I’m going to the rippers people will think I’m going to the baseball game instead of a strip club lmao;)” – (“rippers” is also a common term used by men in their 20′s and 30′s for exotic dance clubs). Branding that associates your team with a serial killer and strip clubs — you’re kidding, right?
3) Controversial Content
Controversial sells, there’s no doubt about it. By 11 a.m. “London Rippers” had become a trending topic on Twitter, with a number of major news publications, including the National Post, jumping on the story. People who’ve never heard of the Frontier Baseball League are now taking an interest… for all the wrong reasons. Even the team’s logo is a disaster. The simple vector logo features a shady looking man in a top hat wielding a bat.
While the Mayor of London is pressuring Rippers’ management to change the name, the damage is already done. Do you want to be the parent who says, “Hey kids, wanna go to the Rippers tonight?”
I didn’t think so.
