Cleveland Guardians Snafu: Why Even Big Brands Need to Think Digital First
By Katie Tweedy / Supervisor of Content Marketing + Content Strategy
On July 23, the Cleveland Indians took to Twitter and announced a rebrand to the name Cleveland Guardians with a stirring video, narrated by Tom Hanks and scored by the Black Keys. This news came after the team had conversations about changing its name with local community members and Native American groups in the summer of 2020.
The MLB team didn’t make this change lightly or base it on feelings. Its strategists used data to inform the rebrand, surveying 40,000 fans and conducting 140 hours of interviews with fans, community leaders, and front-office personnel, according to its website.
The one thing they apparently didn’t consider? The team’s future digital presence.
The OG Cleveland Guardians
If you go to ClevelandGuardians.com today, you’ll find a website for the roller derby team by that same name. The Cleveland Guardian roller derby team has been around since at least 2014 and not only owns the domain, but also the corresponding Facebook and Instagram handles.
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