Daniel Snyder's Brand Busting

Jarrett CarterAnalyst IOctober 27, 2009

BALTIMORE, MD - AUGUST 13:  Dan Snyder, owner of the Washington Redskins, during warm ups of a NFL preseason football game against the Baltimore Ravens on August 13, 2009 at M & T Bank Stadium in Baltimore, Maryland.   (Photo by Mitchell Layton/Getty Images)

I think I’ve figured out what exactly is wrong with the Washington Redskins. It’s not specifically the play calling, it’s not specifically the personnel or the execution; it’s a weird mash-up of everything being off kilter at the same time.

In essence, it’s total brand failure .

Just so we are clear, Daniel Snyder isn’t interested in building a football community or a sustainable football operation. His vision for the Washington Redskins is to redefine football branding as we know it.

Much in the Jerry Jones/Al Davis style of ownership, Snyder is all about big names , high scoring, and creating buzz around the team through multiple venues of attraction; all in the hopes that A) People will pay attention, and B) the team might actually win a game or ten.

But where Jones and Davis have actually won Super Bowls with their meddling, Snyder has proven to be little more than a executive villain that could be easily dispatched by the Scooby-Doo Detective Agency; they would be spared the trouble of masks, clues and secret hideouts to discover his plot to destroy a jewel of the NFL.

But what you saw last night against the Philadelphia Eagles was the exact breakdown of Snyder’s branding vision. The creativity by which he forged a billion-dollar communications enterprise and bullied is way into NFL ownership has completely abandoned him in executive decision-making with the Redskins franchise.

He might be the only owner in the history of sports to render both his general manager AND head coach simultaneously useless to the product on the field.

Sherman Lewis is not better than Jim Zorn as a play caller. When receivers can’t get open, linemen can’t block, and running backs can’t get to the second level, you can have every set of eyes in the NFL over your shoulder; you won’t win.

Thank God for Joe Gibbs, or the Redskins might not have any talent at all. The players that have underachieved thus far are the foundation upon which the team was built for NFC East readiness; a strong-armed quarterback, a solid tight end, a running back built for power, and a monster offensive line.

Injuries have played a role in the decimation of this year’s Redskins roster, but coaching changes, drafting missteps, and a lack of clarity from the front office have torn through what could’ve been a competitive team. That’s all on Daniel Snyder.

The best attribute that Snyder has is a willingness to do whatever it takes to win, but it's counterproductive when “whatever it takes” comes with the price tag of his heavy-handed, non-negotiable management style.

There is a brand that Daniel Snyder can see for the Washington Redskins, but his fatal flaw is in not seeing the brand that he’s destroying to achieve his vision.


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