By day, I’m a reputation management practitioner at Cone, and on college game day Saturdays, I’m a Wolverine. But after witnessing the events surrounding last week’s dismissal of the University of Michigan’s former head football coach Rich Rodriguez, I found myself caught in the middle of these colliding worlds.

In a world where perception matters more than reality, the growing perception has been that the Michigan “brand” is in a state of crisis – a crisis marked by three seasons of on- and off-the-field struggles for the winningest program in college football history, the football program’s first NCAA violations in its history and this most recent, tumultuous coaching transition. Since the university’s public break-up with Rodriguez, Michigan seemed a sad and lonely teenager without a date to the prom. After the university encountered what appeared to be a series of rejections from potential new head coaching candidates – including fan favorite Jim Harbaugh, Big Ten conference peer Pat Fitzgerald and “Michigan man” Les Miles – it ultimately closed one chapter of this transition with this week’s hiring of Brady Hoke.

But Michigan now must turn its attention to repairing the reputational damage created by the mismanagement of the Michigan brand from the outset of this transition process. The athletic department can begin to do this by applying a few best practices in brand management.

Control the story: Michigan must come off the sidelines to serve as the primary storyteller. Last week, Fox TV in Detroit prematurely – and, thus, inaccurately – reported Rodriguez’s termination, a story subsequently picked up by local media, blogs and even ESPN. Michigan’s voice was notably absent in the initial hours following this report, leaving a communications void to be filled with speculation, misinformation and panicked chatter from media, blogs and social network users. It wasn’t until several hours later that the university finally broke its silence to label the report as “media speculation.” That is, until the following morning, when Athletic Director David Brandon made official Rodriguez’s firing. But by not controlling the story from the outset, the Michigan brand became consumed by a toxic media environment marked by critical headlines like “Dave Brandon Fumbles Rich Rod Firing.” Looking ahead to the period following the Hoke announcement, Michigan must more effectively lead the conversation with a clear, consistent and forward-looking message.

Speed is critical: The athletic department must better meet the demands of the digital playing field. In this age of social media, we evaluate organizations on their abilities to address issues publicly in the “critical first minutes,” as opposed to the “critical first hours” suitable in years past. Michigan’s several-hours-delayed response to the report of Rodriguez’s dismissal suggests a lack of appreciation for the speed required to keep up in a world dominated by real-time tweets and status updates. Moving forward, Michigan must do a better job responding in real time to incorrect and rampant rumors and using its own social networking tools (e.g., Facebook, Twitter) to actively engage with stakeholders on their social media “home turf.”

Brand management is a full-time job: And Michigan’s newest brand “ambassador” must embrace this role. In a recent press conference, Brandon acknowledged, “I believe that Michigan Athletics is the front door to the University of Michigan in terms of the shaping of the brand and the image of the brand.” So, Hoke now faces the daunting task of not only serving as the new face of an embattled football program but also of a beleaguered brand. All eyes will be on Hoke to influence and, ultimately, change the current perceptions that this is a program out of control. Hoke’s introductory press conference was certainly a promising first step in embracing his new role as brand champion and beginning to rebuild the brand trust that this coaching transition eroded. Hoke’s fanaticism for Michigan was obvious during his remarks, and he made it clear that this new job is not about him, it’s about the team. But Hoke must extend this formula one step further – above all, it’s about the brand. Like Hoke so aptly put it, “This is Michigan for god’s sake.”

--Jamie Josephson, Senior Account Executive

Comments

Pablo Edwards	January 25, 2011 1:58 PM Rich Rod certainly didn't help this school out, but Hoke is a great coach... Should be up and running in a few years.
Jamie Josephson	January 25, 2011 2:13 PM I agree, Pablo. Hoke has already taken some good steps toward restoring some of this lost brand trust, including preventing a Denard Robinson transfer and making some promising staffing moves. Wolverine nation seems to be responding well to Hoke's contagious passion for Michigan and his blunt and honest communications approach. Perhaps, Hoke will prove to be just what the doctor ordered for this hurting brand.
Pablo Edwards	January 27, 2011 11:05 AM I certainly think so. It'll be great to see what his first year holds for him. Looking forward to it!

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