The following is a letter addressed to Charlie Cobb, the athletic director at Appalachian State University.
I recently found out about the news to change the Athletics secondary logo to the “Victory Yosef.” Signing into my social media sites for the day I was bombarded by mixed signals from my fellow alumni (mostly negative) as well as mocking jabs from friends from other schools.
I am not sure how much market research you did in making this decision, but I myself am a marketer by trade. From my perspective this seems like the wrong move.
I was on the “Victory Yosef” or as we called it “Old-School Yosef” bandwagon myself early on, but all I wanted was… MORE MERCHANDISING.
The Appalachian Family knows the history behind this decal. It represents the humble beginnings that Appalachian State University came from.
I wanted to be able to share and display my Appalachian pride on my polo shirt, or my coozie. I did not sign up for the ridicule and shame that came from putting this logo out for the world to see. It is an historic logo, but it looks like a logo that was designed many decades ago… because it was.
In your statement you mentioned that this decision was made “due to its popularity.” As a marketer, I am always interested in target audiences. In this case, this logo was popular with students, alumni and fans. These are people who are already on “our bandwagon” and part of this “family”. Who you are always trying to “sell to” are people who are not. Would a 17-year-old kid applying to college be proud to wear this on a T-shirt? Maybe, maybe not. They do not understand the history there.
Did we just give our rivals (old and new) more ammunition for the pre-game taunting and jabs that we are sure to receive next year in the ‘Ole Mighty Sun Belt Conference?
Lastly, I encourage you to use the word “victory” very sparsely as that carries a certain degree of cockiness, especially after this most recent season.
I beg of you Mr. Cobb, change it back. It’s not too late.
Concerned Alumnus, Jason Mills ‘08