A Blue Collar Brand Takes a Hit

In light of the recent antics by well-known athletes, I couldn’t help but wonder how their affiliated brands are affected. Particularly, I’m curious about how Steeler Quarterback Ben Roethlesburger has affected the carefully crafted blue collar brand that is the Pittsburgh Steelers.

The Steelers have spent decades cultivating an image of hard-working, honest, loyal players, owners and coaches. Their fans have followed suit. They relate to their brand beautifully in this industrial, family-oriented city.

So what happens now that Big Ben has acted like a spoiled frat boy in his recent visits to bars and restaurants across the country? How will he, the face of the franchise, affect how fans view their beloved brand?

It’s a good lesson. As carefully and successfully as we build brands, their reputation can be tarnished by the stupidity of a few.

—————

S. A. Habib is the founder of Locomotion Creative, a brand marketing and design company in Nashville, TN.

Follow Habib on Twitter