Director Colin discusses whether we could learn a thing or two from America’s Sweethearts when it comes to branding…
A few of us here at Mustard have been hooked on the Netflix docuseries, America’s Sweethearts: Dallas Cowboys Cheerleaders. The show chronicles how much work it takes — physically and mentally — to make the squad, but what really had me glued to my screens was the brand story. Over the seven episodes, I learned how ‘the DCC’ became one of America’s biggest brands. So, how did they do it, and at what cost? Here are our key take aways from the hit show.
Four things that make the DCC a successful brand:
The unmistakable visual identity. Since it’s formation in the seventies, the DCC uniform has barely changed. It features distinctive blue and white colours, stars, sparkles and cowboy boots. It is iconic and instantly recognisable, only being tweaked over the years as garment manufacturing has evolved. This consistent and striking image has helped build a strong visual brand, which is replicated across all touchpoints.
It’s aspirational yet inclusive. We all want to be a part of the DCC in some shape or form – regardless of our age, gender, ethnicity or background! The DCC brand has mass appeal (which is contrary to the textbook marketing quote, ‘if you try to appeal to everyone, you appeal to no-one). The DCC are actively involved in community service and charity work, enhancing their brand as not just performers but also positive role models and contributors to society.
Kelli Finglass (Director) is a visionary. Season after season, the DCC push boundaries and try new things. This constant innovation means that the brand always has something new, different and more exciting for fans. They set the standards and trends in cheerleading and dance, where others follow. Their style and routines have been widely emulated.
The DCC brand merchandise, including calendars, clothing, toys, and memorabilia (and of course, the Netflix series!). This helps maintain their presence and popularity beyond the football season and outside of America. The DCC frequently perform and make appearances internationally, spreading their brand and gaining fans worldwide.
The cost of its success:
However, the standards and rules that the cheerleaders themselves must endure to be a part of the DCC may be considered outdated. For example, the cheerleaders must have (and maintain) and certain ‘look’ (height, shape, hair, facial features etc). Many viewers of the Netflix docuseries have criticised the negative impact that this can have on the cheerleaders’ physical and mental health; for example, one cheerleader suffers from an eating disorder, another has problems with her hips and requires surgery. Furthermore, the cheerleaders are not financially rewarded particularly well for the part that they play on the squad (many of them holding down full-time jobs alongside their DCC role). Shining a spotlight on the personal lives of the cheerleaders has certainly made me question the ethics of the DCC brand. In a time when we’re all becoming more conscious of business ethics and being more selective as to where we spend our money, I wonder whether the show will have a negative impact on brand health.
Tracking brand reputation
It would be fascinating to track perceptions of the DCC brand and assess to what extent it is being damaged amongst those who watch the show. It would be particularly interesting to assess the impact amongst Dallas Cowboys fans, particularly Gen Zs, who are increasingly calling out brands who don’t behave in an ethical way. I wonder if Dallas Cowboys are actually doing this.
We’ve seen a similar situation in the UK with the Strictly Coming Dancing brand, which was highlighted by my colleague, Colin, a couple of weeks ago: https://mustard-research.com/not-strictly-ballroom-tracking-your-brand-reputation/
Having a brand tracking programme in place is vital to pick up on any emerging trends or sudden events that could impact on reputation and revenue. Sporting and media brands shouldn’t be exempt from this.