When you get right down to it, dadmarketing is fighting for that same thing so many other groups in America also want: equality.
Our country was founded upon it, and when it’s not present somewhere, we all champion our own specific cause. At the very least, the concept of equality should offer equal rights under the law, but in our case, it’s more of a social obligation offering respect, and plus, it just makes sound business sense to include dads as part of a marketing campaign.
Recently we came across a photo (pictured) that was so uplifting, it’s worthy of a blog post even in this dadmarketing world.
The photo is plain and simple, a sign showing the future practice home and administrative offices of the NBA’s Minnesota Timberwolves and WNBA’s Minnesota Lynx.
What caught our equality eye, was how not only that Lynx was acknowledged on the sign, but its name and logo were the same size as its NBA counterpart. Impressive!
First things first: we realize that the Minnesota T-Wolves are hardly the NBA’s premier franchise, but they’re still an NBA team. No, it’s not the Lakers or Heat, but their day will come, and someday they’ll be more recognizable to casual fans.
And although we love the WNBA and believe its competition is every bit worthy of attention and fame as any NBA team, the fact remains that it isn’t. Its own fans are wildly passionate, but for most average sports fans, women’s basketball is of small interest, as evidenced by much lower league TV ratings, attendance, advertising revenue and general fan interest than the NBA.
It’s not right, and we hope that changes someday.
Of course, its own league name is rather self-lowering (why isn’t the NBA the MNBA?) – that doesn’t help. And when one of its top college teams inadvertently degrades itself through a nickname, it proves that unfortunately, women’s pro basketball has a long climb to become as popular as the NBA.
Nevertheless, we offer our highest praise to the teams’ owners for putting the Lynx on the same equal footing as the T-Wolves. Very well done!
There are a lot of companies in our world that could follow your lead. (Yes, we’re looking at you, Jif … and Boppy … and Kix …)