Thursday, July 31, 2025
Distribution: (800) 510 0384
Washington DC
New York
Toronto
Press ID  
  • Login
The Hudson Weekly
  • Financial
  • Blockchain
  • Technology
  • Entertainment
  • Lifestyle
  • Arts
  • Health
  • Sports
  • Cybersecurity
No Result
View All Result
  • Financial
  • Blockchain
  • Technology
  • Entertainment
  • Lifestyle
  • Arts
  • Health
  • Sports
  • Cybersecurity
No Result
View All Result
The Hudson Weekly
No Result
View All Result

Scott Wakeman Shares Insights on Brand Transformation in the World of Sports

Matthew Kushner by Matthew Kushner
December 17, 2020
in Sports
A A
Scott Wakeman Shares Insights on Brand Transformation in the World of Sports

© Fox Business

Share on FacebookShare on Twitter

At first glance, some of today’s most successful and valuable companies have little in common apart from the fact that their rise to the top has been propelled by technology. However, a closer look at their histories reveals that a few of these corporate majors became leaders in their respective fields after a profound change in business orientation and a dramatic brand transformation. One began as a playing cards manufacturer, growing over time to rank among the world’s premier video gaming companies. Another was a PC manufacturer of mixed fortunes until it revolutionized the consumer electronics market by making mobile computing the standard in modern society. A third one abandoned its tried and tested DVD rental model and took a gamble on video-on-demand streaming, and in doing so, it ushered in a new era in the entertainment industry and remains the dominant force in its market to this day.

“Brand transformation follows a different route in the world of sports since there really is no option for a radical change in the product,” comments prominent marketing executive Scott Wakeman. “Nevertheless, re-branding does occur, and it can be a really effective way to refresh the brand and energize the fan base. That said; consumers are more emotionally invested in sports teams than they are in most other brands or categories so brand transformations in sports are extremely tricky. Regardless of how good a new logo, motto, or color scheme may be, the changes sometimes fail to resonate with the target audience. You really have to walk the thin line between honoring the past and crafting a new identity that keeps fans emotionally invested.”

HudsonNewsroom

Trailblazers Celebrated at MLB All-Star Week as Women Took Center Stage in Baseball and Softball

UFC 319: Du Plessis vs. Chimaev: An MMA Betting Strategy Guide for This Middleweight Title Bout

A Quick Guide to Sport Betting Online

Scott Wakeman had first-hand experience with brand transformation in the world of sports in his capacity as the head of marketing for the Houston Astros in 2013, during a period in which the team moved from the National to the American League. The Astros took the opportunity to completely change the look, tone, and feel of the brand – a campaign that included the adoption of a new logo, team colors, uniforms, and even a new mascot. Scott Wakeman recalls, “It was a huge undertaking, but it came at a really fortuitous time. On the player side, we were in the process of tearing down the team in order to build it up for the long term. Refreshing the brand and moving to a new league gave us something to talk about while we waited for the team to improve. However, the aesthetics was not the only thing to change. Simultaneously, we repositioned the brand with the press and the fans. Knowing that we were unlikely to be successful on the field, we attempted to position ourselves as the smartest team in the league, remaining firm in our belief that the analytical approach we were taking to the rebuild would ultimately yield dividends.”

© Scott Wakeman

Scott Wakeman is a seasoned digital marketing professional with a 20-year track record that includes senior positions at several blue-chip companies and global advertising agencies. Leveraging his vast expertise, he has achieved impressive results in building brands and driving revenues in different market segments, his most successful collaborations being in the packaged goods, sports/entertainment, and restaurants/hospitality sectors. Scott Wakeman obtained a BA in political science from Emory University in Atlanta, Georgia and later received an MBA from Duke University in Durham, North Carolina.

Matthew Kushner

Matthew Kushner

Sports Editor

More from HW Newsdesk

Trailblazers Celebrated at MLB All-Star Week as Women Took Center Stage in Baseball and Softball
Sports

Trailblazers Celebrated at MLB All-Star Week as Women Took Center Stage in Baseball and Softball

July 25, 2025
UFC 319: Du Plessis vs. Chimaev: An MMA Betting Strategy Guide for This Middleweight Title Bout
Sports

UFC 319: Du Plessis vs. Chimaev: An MMA Betting Strategy Guide for This Middleweight Title Bout

July 25, 2025
What Are the Tips for Betting?
Sports

A Quick Guide to Sport Betting Online

July 16, 2025

HW Newsroom

Why Do Crypto Projects Launch Tokens Before a Product
Blockchain

Why Do Crypto Projects Launch Tokens Before a Product?

by Craig Richer
July 29, 2025

In traditional tech startups, the product comes first, often after months or years of research and development. Only after the...

California Live Podcast Elevates Economic Discourse With David Kotok

California Live Podcast Elevates Economic Discourse With David Kotok

July 29, 2025
Salon Under the Stars: EastWest Collective Unites Cultures, Cuisine, and Classical Music at Hephzibah House NYC

Salon Under the Stars: EastWest Collective Unites Cultures, Cuisine, and Classical Music at Hephzibah House NYC

July 28, 2025
Top 10 Interior Designers in the United States: Renowned Professionals to Watch Out for

How to Keep Your Apartment Secure Without Installing Expensive Devices

July 28, 2025
How Core Security Principles Lay the Groundwork for Safe, AI-Powered Clouds

How Core Security Principles Lay the Groundwork for Safe, AI-Powered Clouds

July 28, 2025
Lazarus & Rakim Shatter Boundaries With 'Not to Be Defined': A Historic Hip-Hop Alliance

Lazarus & Rakim Shatter Boundaries With ‘Not to Be Defined’: A Historic Hip-Hop Alliance

July 28, 2025
Amid Industry Shakeups, MyState MLS Quietly Reshapes the Real Estate Landscape

What Every Homeowner Needs to Know About Property Liability

July 28, 2025
Exploring the World of Live Casino Gaming

Online Casino Bonus Guide: Welcome Promotions With Real Money

July 28, 2025
How to Build Structured Workflows That Turn Business Disruptions into Minor Hiccups

How to Build Structured Workflows That Turn Business Disruptions Into Minor Hiccups

July 27, 2025
The Science of Sparkle: How Lab Diamonds Are Made

The Science of Sparkle: How Lab Diamonds Are Made

July 26, 2025
Trailblazers Celebrated at MLB All-Star Week as Women Took Center Stage in Baseball and Softball

Trailblazers Celebrated at MLB All-Star Week as Women Took Center Stage in Baseball and Softball

July 25, 2025
The Power of Wellness and Hormone Balance: Dr. Marlene Roberts Redefines Aging

The Power of Wellness and Hormone Balance: Dr. Marlene Roberts Redefines Aging

July 25, 2025
No Result
View All Result

Headlines

Why Injury Tiers Matter When Calculating the Average Personal Injury Settlement

Five Reasons You Shouldn’t Be Scared to Go to Rehab

Top 10 Hypoallergenic Dog Breeds for Allergy Sufferers

Why Do Crypto Projects Launch Tokens Before a Product?

California Live Podcast Elevates Economic Discourse With David Kotok

Salon Under the Stars: EastWest Collective Unites Cultures, Cuisine, and Classical Music at Hephzibah House NYC

Trending

Slotozen Casino: A Zen-Like Online Gambling Experience in Australia
Lifestyle

Choosing the Best Online Casino for You

by Craig Richer
July 30, 2025

Selecting an online casino is a personal process that hinges on a diverse range of expectations. While...

Why Every Online Brand Needs an Ecommerce Warehouse (Yesterday)

Why Every Online Brand Needs an Ecommerce Warehouse (Yesterday)

July 29, 2025
Why Injury Tiers Matter When Calculating the Average Personal Injury Settlement

Why Injury Tiers Matter When Calculating the Average Personal Injury Settlement

July 29, 2025
Breaking Free From Addiction: Tips and Strategies for Recovery

Five Reasons You Shouldn’t Be Scared to Go to Rehab

July 29, 2025
Top 10 Hypoallergenic Dog Breeds for Allergy Sufferers

Top 10 Hypoallergenic Dog Breeds for Allergy Sufferers

July 29, 2025
  • Kia America представляет цены и захватывающие обновления для Sorento 2025 (ICE)

https://madisongraph.com/kia-america-unveils-pricing-and-exciting-updates-for-2025-sorento-ice/

#nyc #losangeles #chicago #houston #phoenix #philadelphia #sandiego #dallas #sanfrancisco #seattle #denver #washingtondc #boston #detroit #vancouver #toronto #publicrelations #marketingagency #earnedmedia #editorial #marketing #guestpost #guestposting #sponsored #sponsoredpost
  • Kia Recognized as One of TIME Magazine’s “World’s Most Sustainable Companies of 2024”

https://madisongraph.com/kia-recognized-as-one-of-time-magazines-worlds-most-sustainable-companies-of-2024/

#nyc #losangeles #chicago #houston #phoenix #philadelphia #sandiego #dallas #sanfrancisco #seattle #denver #washingtondc #boston #detroit #vancouver #toronto #publicrelations #marketingagency #earnedmedia #editorial #marketing #guestpost #guestposting #sponsored #sponsoredpost
  • VinFast Auto Establishes Dealer Advisory Board to Enhance Customer Experience

https://madisongraph.com/vinfast-auto-establishes-dealer-advisory-board-to-enhance-customer-experience/

#nyc #losangeles #chicago #houston #phoenix #philadelphia #sandiego #dallas #sanfrancisco #seattle #denver #washingtondc #boston #detroit #vancouver #toronto #publicrelations #marketingagency #earnedmedia #editorial #marketing #guestpost #guestposting #sponsored #sponsoredpost
  • Medicare Announces Expansion of Coverage for Microprocessor-Controlled Knees for Lower Mobility Users

https://lincolncitizen.com/medicare-announces-expansion-of-coverage-for-microprocessor-controlled-knees-for-lower-mobility-users/

#nyc #losangeles #chicago #houston #phoenix #philadelphia #sandiego #dallas #sanfrancisco #seattle #denver #washingtondc #boston #detroit #vancouver #toronto #publicrelations #marketingagency #earnedmedia #editorial #marketing #guestpost #guestposting #sponsored #sponsoredpost
  • GA-ASI Successfully Tests PT6 Engine on MQ-9B SkyGuardian Aircraft

https://lincolncitizen.com/ga-asi-successfully-tests-pt6-engine-on-mq-9b-skyguardian-aircraft/

#nyc #losangeles #chicago #houston #phoenix #philadelphia #sandiego #dallas #sanfrancisco #seattle #denver #washingtondc #boston #detroit #vancouver #toronto #publicrelations #marketingagency #earnedmedia #editorial #marketing #guestpost #guestposting #sponsored #sponsoredpost
  • U.S. Leading Economic Index Declines by 0.2% in June 2024, Coincident Index Rises by 0.3%

https://fairmontpost.com/u-s-leading-economic-index-declines-by-0-2-in-june-2024-coincident-index-rises-by-0-3/

#nyc #losangeles #chicago #houston #phoenix #philadelphia #sandiego #dallas #sanfrancisco #seattle #denver #washingtondc #boston #detroit #vancouver #toronto #publicrelations #marketingagency #earnedmedia #editorial #marketing #guestpost #guestposting #sponsored #sponsoredpost
  • USTDA Director Travels to Bulgaria and Romania to Promote Clean, Secure Energy

https://belmontstar.com/ustda-director-travels-to-bulgaria-and-romania-to-promote-clean-secure-energy/

#nyc #losangeles #chicago #houston #phoenix #philadelphia #sandiego #dallas #sanfrancisco #seattle #denver #washingtondc #boston #detroit #vancouver #toronto #publicrelations #marketingagency #earnedmedia #editorial #marketing #guestpost #guestposting #sponsored #sponsoredpost
  • Police Recommend a Hidden Camera Detector Device to Protect Privacy

https://marketsherald.com/police-recommend-a-hidden-camera-detector-device-to-protect-privacy/

#nyc #losangeles #chicago #houston #phoenix #philadelphia #sandiego #dallas #sanfrancisco #seattle #denver #washingtondc #boston #detroit #vancouver #toronto #publicrelations #marketingagency #earnedmedia #editorial #marketing #guestpost #guestposting #sponsored #sponsoredpost

© 2025 The Hudson Weekly. Published by The Ritz Herald. Editions: Markets Herald • Lincoln Citizen • Madison Graph • Belmont Star • Fairmont Post

Address: 1177 6th Avenue, 5th Floor, New York, NY 10036. Removals: pr@hudsonweekly.com. Phone: (718) 313-5252. M-F: 9AM-5PM. Privacy Policy

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

No Result
View All Result
  • Financial
  • Blockchain
  • Technology
  • Entertainment
  • Lifestyle
  • Arts
  • Health
  • Sports
  • Cybersecurity

© 2025. The Hudson Weekly