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State of the Orange Address: A New Brand Strategy

Syracuse has new opportunities — if the school and athletic program take them.

Colgate v Syracuse Photo by Nate Shron/Getty Images

Today, I want to talk about what kind of future we are going to have and what kind of nation we are going to be. All of us, together, as one team, one people, one Orange family.

As students, athletes, coaches and fans, this is a promising moment. A moment to rise. A moment to reestablish. A moment to resurrect a once proud and prestigious athletic program.

And so begs the question—where do we begin on our new grounds toward progress?

As Orange patriots, our focus should be geared towards unity. For years, our branding leadership has acted without preamble. A great deal of embarrassed attention has been fixated on lowly marketing strategies, limited merchandising and vexed dissonance amongst our beloved uniforms.

These were times that tested our courage, our convictions and our strength as a union. Yet despite our divisions and disagreements, our hesitations and our fears—as Orange faithful, we prevailed.

Syracuse basketball v Duke Photo by Streeter Lecka/Getty Images

And now as the tide turns, it is time to act, immediately and aggressively, with an eye for attractive licensing, quality brand assets and a consistent visual identity across all of our fields and courts.

It begins with a cohesive, consistent visual representation, punctuated by tradition and just reverence. Our winning attitude and humble deference to a culture of discipline, execution and on-field excellence will be passed down from our coaches and adopted by all of our athletes. The wins that follow will only pin dominance and prestige to our already decorated walls and history.

It ends with a meaningful, forthright commitment to our supporting community and alumni that inspires a sense of pride in our athletic programs.

That commitment must entail an investment in our facilities—an investment that lifts us from the depths of our own competitive conference. That commitment must include the development of valued commercial relationships that both sponsor and ignite our program’s image and appeal.

The spirit of our Orange Nation is still strong. Let us seize this moment, start anew and carry a legacy.