A slam dunk for equality

When you get right down to it, dadmarketing is fighting for that same thing so many other groups in America also want: equality.minnesota

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 …)

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An unfair lady

You may have noticed the recent headline about the University of Tennessee athletic department dropping the “Lady” volunteersportion of its Volunteers nickname from all sports, except basketball.

I vividly remember the first time I was introduced to the word lady and its association with a sports team – at my local high school. Frankly, I couldn’t believe my eyes, and I had questions. Lots of them.

Why was a girls team purposely making themselves out to be different than the boys (and as a result, giving them a lesser-than feel) by putting this unnecessary word on their jerseys?

Did the athletic director or the coach dream up this humiliating way of separating the girls from the “official” sports teams otherwise known as the boys? (That was the message it appeared to send to myself, and others.)

At the very least, why couldn’t they be identified as girls, instead of such a formal word like lady, which really has more of an adult connotation?

Why use a prim and proper term like lady anyway? That implies refinement and politeness, hardly qualities I’d want in a sports team. (Then, that made me wonder if, during games, these female athletes would really sweat, or rather glow?)

And, treating all things equally, why then, didn’t the boys team use the moniker “gentlemen” on theirs?

It was as if the girls team was intentionally signaling everyone in attendance with a madcap scarlet letter and caution label right on their jerseys: no, we’re not the real sports team, we’re just the ladies sports team. If you want to see the official sports teams, you’ll have to watch the main event, the boys.

I’m all for recognizing two different genders and giving each their due, but this deliberate separation by way of a simple term left the entire situation feeling so unnecessary, cruel, unfair and demeaning.

The Academy Awards doesn’t call it a Lady Oscar for the actress; it’s just an Oscar.

We don’t have teachers, and lady teachers.

There aren’t parents, and lady parents.

All male cats aren’t just cats, with the others being called female cats.

Sure, there’s still plenty of absurdity in our world. Seeing a female city council member categorized as a councilman looks as inane as it is literally inaccurate.

Yet even other parts of the sports world have been slow to embrace equality. Despite the effects of Title IX, sports has taken a long time to get with the program.

For example, why must the men’s NCAA basketball logo be branded “Final Four” while the women’s logo states, “Women’s Final Four”? Shouldn’t the former be called “Men’s Final Four,” making all things uniform?

And speaking of uniforms, isn’t that what sports clothing is supposed to do – make things alike, as in unified? If you let one team wear “Volunteers” on a jersey, and their counterpart wear “Lady Volunteers,” does that really send a message of togetherness and harmony among the entire Tennessee athletic department?  And its women’s teams even have their own blue accent color to create a further divide.  Talk about a silent, unspoken rebellion.

Then you have the NBA. Yes, the NBA came first, but why is the women’s league deemed the WNBA? Shouldn’t the men’s league be rebranded the MNBA, or at least give the women’s league a name with a less secondary feel to it, such as the Liberty Basketball Association, or American Basketball Association?

What about the PGA vs. the LPGA? Are not the women golfers of equal stature? The “L” makes it seem like the lesser league that it’s not. When Michelle Wie played on the PGA tour from 2004-2008, did it not seem like the media had promoted her to the main/real/top league? NASCAR doesn’t have a special WNASCAR for female drivers like Danica Patrick.

What surprised me the most about Tennessee’s announcement was how some former female athletes felt they were losing their identity with the loss of the word lady.

Those athletes might read this post and charge us with political correctness gone too far. But this has nothing to do with political correctness. The term “PC” describes the attitude of being careful not to offend any group of people in society believed to have a disadvantage.

One could accurately argue that women have disadvantages in a variety of ways, but using the nickname Lady Vols certainly doesn’t create any advantage; it belittles, demeans and unnecessarily separates.

I suspect the athletes, fans and those around Tennessee athletics had become desensitized to a term that was so commonplace and deeply rooted in sports culture at their university. The winning ways of the successful hoops team no doubt made it famous and celebrated.

The term had grown and became its own separate brand with no one ever stopping to question how silly it looked in the first place. Can’t see the forest for the trees, kind of comes to mind here.

It’s a bit like Jif’s “Choosy Moms Choose Jif” saying, or Kix’s “Kid-Tested, Mother-Approved.” Frankly, I’m surprised more dads aren’t up in arms over them. But both moms and dads have probably become deadened to the phrases. Those old-fashioned sayings have been around for decades and after all, many people enjoy the products anyway, so the slogans go unnoticed, and in the if-it-ain’t-broke-don’t-fix-it vein, most really don’t ask questions.

But questions are important.

As for my original questions, no one’s really ever been able to succinctly answer them. I doubt anyone associated with Tennessee can either, especially those who strangely want to continue with the Lady Vols nickname for basketball only.

But our country was founded on dignity and equality, and dadmarketing will keep searching for it in our corner of the world.

We hope the folks at Tennessee do in theirs, too.

Let’s fix it in a Jif-fy

Some say there isn’t any common sense in Washington, but dadmarketing would argue otherwise. The year was 1995 when the NBA’s Washington Bullets changed its nickname to the Wizards. Apparently then-team owner Abe Pollin decided the Bullets name carried violent overtones, especially in a city with a high homicide and crime rate. And apparently he was jifright.

One can certainly argue the eventual new name – how it hasn’t caught on, how it carries other negative undertoneshow it is a product of a fad at the times – but that would be missing the point. “Bullets” simply wasn’t appropriate anymore. It didn’t take the action of one owner to spur it along, because many realized it. The change was long overdue.

And then you have Jif Peanut Butter’s slogan: Choosy Moms Choose Jif.

It’s not just in Jif’s latest TV ad, it’s plastered all over their website, and it’s been a part of the brand for a long time.

I can hear people already (both moms and dads), because many of them spoke out when we discussed Kix’s outdated motto:

  • Chill out, it’s just a slogan.
  • Everyone has to be so “PC” nowadays.
  • Much ado about nothing.
  • There’s more important things to worry about.

We here at dadmarketing like to think of the Jif slogan as SWASFTSOI: Staying With A Slogan For The Sake Of It.

To explain further, imagine for a moment, that the United States government had a slogan before 1919 (like the Army’s “I Want You” slogan) which read, “Real men vote.” It might have been a decent slogan back in the day and worked well at the time, because after all, only men could vote then. However, let’s pretend they kept using that slogan to this very day, and we all saw it when we entered voting precincts. Of course, it would seem a tad outdated because we all know that women can vote, but wouldn’t it yet sting a little to both women and men? Wouldn’t it seem a little offensive? “Real men vote” wouldn’t take anything away from the fact that females could still walk in and exercise their right to vote, but it would just seem old, tired, antiquated – even silly and useless.

That’s all we’re saying about Jif. We get the fact it’s your long-standing company slogan/brand/wordmark, but it’s time to move on and find some other way to market your product (which tastes good, by the way). Change with the times. Jif is like the Washington Redskins of sandwich spreads: an entity that refuses to change out of stubbornness. Their attitude could also be filed under the dreaded, this is the way we’ve always done it.

And yes, Jif, we’ve noticed the latest add-on to your TV commercial which states audibly, though not in print, “Choosy moms and dads choose Jif!” This hardly solves the problem. In fact, it exacerbates it. It’s kind of like saying, “Gosh, I barely notice that huge wart on your nose.” It makes the slogan even more old-fashioned laughable, drawing attention to the fact that Jif has excluded dads for years, if not decades.

It’s the same way that your local high school has had the embarrassing nickname “Lady Bears” for all of its girls sports teams? Why not just “Bears” for both genders, or at least “Gentlemen Bears” for consistency? Ugh. Another topic, another time.

So Jif, let’s get down to business and fix it, the right way, once and for all. Show moms and dads that common sense is alive and well. Dads mean a lot to you, right?

Let’s hope so, because dads have a choice in what peanut butter to buy, and choosy dads choose ________________.