The Bengals have sent a cease and desist letter to comrade fan blog Stripe Hype, accusing them of improperly using copyrighted photographs. Without debating the legality of the Bengals' claims or Stripe Hype's rebuttal, this seems to be a tremendous waste of time by the Bengals and an even worse public relations decision. In addition, it demonstrates that the Bengals do not understand the power of new media.
The Bengals are one of many NFL teams that do not issue credentials to "non-traditional media." Their reasoning for excluding blogs and websites likely stems from a frequent criticism of new media - namely, that new media lack journalistic standards and have no sense of accountability. In their mind, blogs are merely online message boards where the team, players and organization can be anonymously attacked. The recent Bissinger/Leitch debate expounds more on this feeling.
However, the Bengals are totally missing out on the huge benefits of new media. Namely, enhancing credibility and deepening brand loyalty.
Credibility
Stripe Hype is a destination for Bengals fans, also known as "customers," to debate and discuss the team, also known as the "product." Endorsement of the product by the bourgeois media, such as The Enquirer praising a decision, for example, does help improve the teams credibility amongst their customers. But having that endorsement come from fellow fans is much more powerful. This is the same philosophy that drives "word of mouth" campaigns, Amazon.com reviews and all viral marketing campaigns.
The new media sites written by customers, read by customers and dedicated to a specific brand are a new medium whereby companies can enhance user reviews of their product. If the Bengals embraced new media by allowing websites to interview players and coaches and allowed them some access granted to traditional media, the team's poor reputation might improve.
Deepening Brand Loyalty
In the business world, the more a firm can persuade customers to relate and connect with a product, the more likely they will not only become repeat customers, but will be spokespersons on behalf of the product to other potential customers. Think of Apple users for their Mac products, for example. Apple has so successfully built the Apple brand that customers will continue to purchase their products even if a competitor has a cheaper and higher quality product.
Fans who not only read Bengals blogs, but START Bengals blogs, have a pretty strong brand loyalty to the team. They are going to be the ones who buy season tickets, buy a new jersey every year, and tell their friends to do the same. So it doesn't seem to be a smart business move to alienate your most loyal fans by threatening them with a lawsuit.
Unfortunately, this is another example that demonstrates why the NFL does not operate like a normal business. A die hard Bengals fan is not likely to switch allegiances to the Browns, despite what Stripe Hype might be threatening. However, a dissatisfied Ford owner can easily buy his next car from Chevy.
Mike Brown and the Bengals continue to take advantage of their positions of power at the detriment of their fans. After the new CFA banned Mike Brown from instituting the gag rule on his players, he seems bent on now silencing the teams biggest fans. And fans are satisfied if they believe the Bengals are trying just enough to not be the laughingstock of football. I will never disavow my loyalty to the Cincinnati Bengals, but I am sick and tired of the way the team is being managed. It is either become a casual NFL fan, or demand change.
Join the WhoDeyRevolution today to tell the team how you feel.
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