Beating the Brand
17 comments so far
November 6, 2007 by
In 2002, my friend Tony and I were sitting in Eskimo Joe's in Stillwater, Oklahoma. We were getting a lot of conciliatory pats on the back from Cowboy fans, as OSU had just beaten NU. After accepting the vague platitudes of happy Cowboy fans, I said, "Enjoy this, but don't get carried away. You didn't beat a very good football team today." It was the truth. NU wasn't very good. But, the response from Cowboy fans is what struck me the most. They said..."Yeah, but we beat NEBRASKA." That day reminded me of the power of Nebraska's football "brand". I sit here today fearing for the value of that same brand.
Until recently, when NU lost, opponents celebrated. Fans rushed the field. It didn't matter if NU wasn't all that good, teams and their fans were playing the N on the helmet. They were playing 5 national titles and 3 Heisman winners. They were playing against NU's sell out streak. Beating Nebraska was still rare. And, beating that brand name mattered.
Now, I think it may be starting to erode. When KU clobbered Nebraska on Saturday, everybody expected it. Nobody got too excited about it. That is very troubling.
The Facts
My dad once told me, "Enjoy every win, Darren. There is no law that says Nebraska has to be good at football." He is exactly right. Being good is not a birthright for any team or state or recruit. It takes work. People value that work and the results it brings. It creates trust, loyalty, passion and advocacy.
Here are the recent results from this product called Husker football. Since 2003, NU has a total record of 25-21. In the conference, it is even worse -- 14 wins and 16 losses. NU has one conference title since 1997, and has won the North division just twice in that time.
NU appears to be on the way to its second losing season in four years. And, the losses so far have been grotesque blowouts. Even the wins against Ball State and Wake Forest were ugly. And, the worst losses in the school's history have occurred in the last four years.
Reputation Recovery?
Those kinds of results badly hurt the program's reputation. It diminishes the trust people place in the product (quality football). It makes it hard for the casual fan to become passionate. It even makes it hard for a passionate fan to advocate following NU to others.
Worse yet, NU is pretty much irrelevant on a national stage, at least from a football perspective. People are gawking at the losses and the near certain coaching change. But, out side of "Husker Nation", people could care less about NU right now. That stings. It's like not being able to even distribute a product in certain states.
Nebraska is not the only top-shelf college football brand name to have problems. Oklahoma, Penn State, Alabama, Florida State, Notre Dame, Miami, USC, Michigan...all have either endured down times or currently are not living up to their brand promise. Some have recovered very well, and instilled passion in an new generation of fans. Some are on the road back to being a name you can trust. NU is in that very same sort of customer recovery situation. It's not easy because competition is fierce and the stakes are very high.
Generation At Stake
Some would say the sell out streak is in jeopardy. At this point, I agree. But, forget the sell out streak. This is a generation-level issue. The generation that saw the roots of NU’s greatness is getting older. They are into retirement age. The last crop of fans who remember greatness is moving in to full-fledged adulthood. The group of young people growing up in Nebraska and around the country has yet to see a team with a brand they can trust.
NU must deliver that product within the next five years, or risk significant loss of core fans who choose instead to root for other big-name programs or even one of the upstarts like South Florida, Connecticut, Hawaii, or Boise State. Or even become fierce loyalist for football at UN-Omaha, Chadron State, UN- Kearney, or whatever local school they attended.
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Tyler Nov 06 07
That is one of the intangibles that this coaching regime has destroyed. Even when us Nsiders saw that the cupboard was getting bare in Solich's final days, NU still had an aura, a mystique on the national level. NU no longer has that.
I would argue that this falls more on the shoulders of Coz than Cally, because it was the Blackshirts and their attitude that defined the "Brand." That attitude is gone and so is the relevance on a national level.
Can you imagine coming to NU 4 years ago hearing all the accolades BC received and how he was going to fix this place and then finding yourself on Senior Day 4 years later? Wow! That is why we are going to the game this Saturday to support the kids and all the effort the seniors have put into this program during what must be a very dissapointing college experience.
doombob Nov 06 07
"What brand?" some may ask. The rest of the country HATES Nebraska and cheers to see them lose. It's because of the long storied tradition. Opponents want to see the tradition fall and want to be the start of that downward spiral. The rest of the Big XII respected us and national media cared whenever we lost. I could stand the haters, but you know what's worse now? The pity. People feel sorry for you when you're a Husker fan. Well, don't fell sorry. Tradition may waver for a few years, but my team will probably still build up and win a National Championship game before your team.
Tony Nov 06 07
Great story Darren. I have only one college football team and I always will have just one, Nebraska. I have a lot of teams I don't care for: OU, Texas, Colorado, Miami, and Florida State, just do to their fans and what they have done to Nebraska in the past. I cheered for Nebraska ever since I was 10, watching the team in 1985 on T.V. and learned a great deal about the history of the team from relatives. Eventually understanding why my father and grandfather were so crazy during these 3 hour games. Who knows what the 10 year old kids in Nebraska are thinking with this team? I probably would be a Ohio State, Oklahoma, or even a Texas fan if I had a choice today as a little boy..that is what is sad...i'll be at the game cheering on Saturday, but who knows about the other generations as time goes by...
OU7times Nov 06 07
Tony, I'll tell you what I think is sad. Narrow minded people that would dislike another team just for what SOME fans had said or did to them. It's normal to root against the opposition when playing your team. If you take what a FEW did or said against all the other people in the stands than that could be seen as conceit. Don't be accused of being conceited. That's not classy. Be objective and realize that their are good people who just don't root for your team. I'm first and foremost a Sooner fan but I don't hate Nebraska or their fans but I will ALWAYS,root for OU when OU and NU play each other. BTW, what did Oklahoma or their fans do to you? Just curious.If the team or fans did something please accept my apology (for them) because I know quite a few OU fans and WE wouldn't approve of making you feel not welcome in our house.
Mike Nov 06 07
Darren, Believe me when I say there is a lot of people outside of Huskernation that care what happens to the team. Living in KC I am surrounded by KU, KSU, and MU fans who are absolutely loving the Husker beat down. The call sports call in shows eat it up. The bigger the loss the more fun they have. Growing up in NE, I have followed NU since I was little kid, and took for granted the fact that NU beat these three teams consistently for years, and by some big scores. I can understand how good it must feel to know that your team can beat these guys after years of frustration. Still, I say we will be back, and tell um to enjoy it while they can.
donfl Nov 06 07
Darren, the telling comment you made was the come back from the Cowbay fan "Yeah but we beat Nebraska." That in a nutshell points out what this staff has lost in it's miserable failure to understand the mystique of the NE program. Black shirts, offensive linemen, running backs, and defensive ends were feared. Teams knew that we were going to score 40 points and we were going to do it by shoving it down their throat. Can we get that back? I hope so but I'm convinced it is not going to happen with the present staff in charge. They just don't have a clue!! "In my heart of hearts I know I'm doing an excellent job" What reality show is he watching??? I have been a Big Red fan for longer than most and will continue to support the kids that represent our U. but hope TO understands the need to cut our losses and get someone in here who can unite the Husker Nation. GBR.
ze bop Nov 06 07
I think NE is still a 'name brand' considering all the media coverage and sympathy the team has been getting this disastrous year.
I agree, though, that the time line of relevence is growing shorter and is jeopardized with each passing subpar year.
Really, you could argue that NE hasn't been 'NE' since OZ retired as the HC--that is, a consistent top level contender. Frankie and Billy's tenure has been a mixed bag: some good seasons and some poor seasons AND of course, this year's unthinkable travesty of blowout losses.
I think NE still has a fair amount of built
up 'credit' from 30+ years of excellence, but with increasing parity, NE's ever built-in recruiting challenges, the extremely high bar of perceived success, etc., it will fade into oblivion if some new coaches don't get in here and start winning alot of games real fast.
I think Big Red can get back to that--like OU, USC, for e.g.--but I think in the near future fans will be astonished to find that an 8-4 team is considered a 'good' team and NCs will be decided by teams with this type of record. It is becoming increasingly evident this year.
'Bama and Penn St.--Notre Dame, obviously--still have not recovered from hard times, so there's no guarantee for NE. I'm in my late 40s, which is not THAT old, and I've lived the whole of NE's tradition and can pass it onto new generations.
But the consistent winning will have to reoccur or my diatribes about the Great
Big Red of Yore will more and more be construed by tomorrow's youth as the idle,
and perhaps senile, meanderings of some old Husker geezer...
OU7times Nov 06 07
Ze, it does make you wonder if there is a coach up to the challenge and how far can the Nebraska of old, be brought back. It's not a job for the faintt of heart. Colin Cowturd does have a point in his recent story on NU football. It will be hard to recruit warm weather recuits to NU, especially when TO won't be there to help. Face it,there's just not a lot going on in Lincoln, NE.You can pay lots of money to a coach but there's no beach, no mountains, no big city...just not a lot of appeal to a young kid. I don't always agree with Colin and a lot of his materiel is hyped up for good listening value, so take it for what it's worth. I guess the main thing to worry about is that a coach interested doesn't see a university that has expectations that are unrealistic (firing a 9-3 coach). This is going to take a great while to fix, I'd imagine.
James Moore Nov 06 07
I think that we'll be OK sooner than people think. The machine is there, all we have to do is feed it. There is some good young talent: Helu, Castille, DJ Jones, Burkes (love Burkes, what potential), Paul, Holt, Thenarse, Dillard, Culbert, Washington, and others. Lucky returns and Wilson will be back in the fold. The next coaching staff will have us better next year. Good enough to win the division, probably not, but there's too much talent here now, and coming in next year to win 4-5 games next year. The next staff will have some good stuff to build on. . .
However getting back to playing hard-nosed, tenacious, "I love where I am at and will run through a wall to kill you mentality" will have to be restored, and this will take the most time. Barry Alvarez once said "Our hands and feet will come from other places, but our heart and soul will come from Wisconsin". Substitute Nebraska for Wisconsin and that's EXACTLY what we need to Restore the Order. . .
One thing I find interesting is people saying over these past few weeks that Dr. Tom used to run up the score. Well our 2nd & 3rd teamers where better than other teams 1st for decades. When we cleared the benches we still had more talent than everyone (excluding Oklahoma, occasionally Colorado and bowl opponents). If you couldn't control your A-gap, you were done. Oklahoma running the wishbone was not a run-up-the-score team and neither were we. If you couldn't mash helmets with us then we would eventually break your will. . .
I love my team and I always will. This season is so depressing. I can't watch a football game this year (NCAA & NFL) and not think about what is happening. ESPN.com tried to make a pitch that the cold of Lincoln could be a deterrent. Yeah right. Who wouldn't want to come here?
Last note, the statue outside of the stadium doesn't show an IB sprinting, a wide receiver catching a pass, or a QB making an option pitch. It shows the Blackshirts making a gang tackle. THAT is the first thing that has to come back before we take any steps forward. THAT is Nebraska football. . .
GO BIG RED!!!
James Moore Nov 07 07
OU7Times,
Just wanted to say that I always respected Oklahoma football. Last year's Conference Championship game was the way it should be (except that you won of course): Nebraska & Oklahoma fighting for the crown. . .
Had some very favorable things to say about Oklahoma a few days ago on this site. Good luck with the rest of your games. ..
ze bop Nov 07 07
OU7,
I was thinking the other day that everybody talks about OZ's and Switzer's 'smash mouth' running game, but the thing is, is that both types of option relied on a fair amount of deception--'options', finesse--and a perimeter game--trying to pop the big one outside, i.e., get the rb in space. Go fig.
Anyway, the warm weather theory rgdg recruits may be true in some cases but how many guys from FL/TX/CA are on the Buckeyes, MI, and ND, for e.g.? There ARE great players from northern states, but maybe just not as many. I think it's mainly about winning and the type of coaches/system the players want to play for. That's why I'm sad that Calli is tanking because I like his O, the whole mini NFL franchise/prep school thing, and he was pulling in better and better recruits. THIS SEASON HAS RUINED EVERYTHING!
But, if you are HC at FL, TX, SC--OU-- and are winning, recruits from those states will just leap into your 'boat', you don't have to 'fish' for them. NE has to work harder.
I also think that there are just way more great young players being developed in the U.S & A. these days in the youth leagues and h.s. and more great coaches all over the place; again, the parity card. I do, though, still think most 5 star guys have an extra 'gear' as shown by TX the last few weeks.
OU7times Nov 07 07
James Moore, Thanks. You know, OU just doesn't have the "go for the throat" mentality this year and hopefully it won't affect them in the remaining games. We have an offensive lineman (Phil Loadholt)that just make too many (inopportune) mistakes, especially in the red zone. Bradford is solid, for a freshman, but entering conference play, he has come down a notch. I look for him to be the best in the conference next year. I would think that NU will not immediately be near the top in the North Div next year as players will need at least a season to learn what surely will be another offensive scheme. No offense either on that because I've been around long enough to have seen what a new coach does to a program. Hey, it will be worth it though, huh? It pains me to see the media and opposing fans getting so much enjoyment in seeing the Huskers down. It's just years of frustration speaking out, I guess.
Dwayne Nov 07 07
I understand Colin Cowherd's point, however there still is a lot of good talent within a 500 mile radius of Lincoln. It is imperative to me that the next coach zero in on this much like Callahan was doing and sprinkle in some others from the west, south, and southeast. In my mind, if I want to focus on football exclusively for 4 years, Lincoln is a perfect fit because of the fact that there are less things to do than warmer climates. Florida, Texas, and the Southwest have a lot of athletes. Our recruiting classes do not need to be composed entirely of these types of kids. The other thing about the next hire which is becoming more clear to me as TO waits until the end of the year, is the fact that the next coach has to have a desire to be in Lincoln. If Pelini is that man, hire him. If it is Gill, hire him. If it is someone else, hire him and lets all welcome him in. I don't necessarily feel that Callahan desired this position as Head Coach at the U of N. NU currently has 2 of the top players out of Arizona. This team has talent on it. Is the mixture right? Who knows, but the next staff will have more to work with than what people are giving credit to and in that, making it very desirable.
Tony Nov 07 07
OU7Times I am not here to get in a blog war with you. I respect OU, the fans, and the program, it just doesn't mean I have to like them or root for them. That's all, nothing more nothing less.
OU7times Nov 07 07
OK, but once again. What did Oklahoma do or the fans do? Your post said: "Do to the fans what they have done to Nebraska in the past" DONE WHAT exactly?
OU7times Nov 08 07
Ok Tony, I gave you plenty of time to come up with an explanation for your comment. Speaking of "war" please don't lob missles for no reason or at least back it up with something credible.
Greg Morrow Nov 09 07
Brand. Identity. Brand name identity.
Of course I identify with Nebraska, as do the few thousands who live with me in this population 3 million county where I live.
Coaching and recruiting are all that matters.
All that ever did. We fans were very, very fortunate to have Devany and Osborne caliber coaches, along with their wonderful assistents, for as long as they were there.
You can setup everything an artist needs to work. "State of the art" this and that, yada yada. If he can't produce a hit or "masterpiece," it's all diminished.
Callahan did one thing that will help. He showed Nebraska can still bring in players.
He just couldn't "paint" with them.