Tuesday, January 04, 2005

Vitriol Greets Halos' New Moniker Proving Moreno is an Advertising Genius

Talk about whipping up a hornets nest. Angel fans, bloggers and beat-writers have been quick to join the Anaheim and Los Angeles City Councils in brutalizing owner Arte Moreno for changing the team name from Anaheim Angels to Los Angeles Angels of Anaheim. A name so clunky it makes one long for the heady days of "Edison International Field of Anaheim" or even" The Mighty Ducks of Anaheim". I must admit that at first blush I too thought the name was silly and more than a mouthful. But after seeing the flood of publicity, on the same day the Randy Johnson trade came through, I know now that Arte Moreno is an advertising genius. Remember, there is no bad publicity and the Angels name, Los Angeles and all, has been everywhere from Sports Center to local news to national radio programs. Everyone has an opinion on this and whether you love the name or hate it, you are talking about it and the team. That is exactly what Moreno had in mind. Since so many stupid people seem to be coming out of the woodwork on this issue, let me hit a few quick points.

1. For those of you out there calling Moreno an idiot, how many millions of dollars have you earned in the advertising business? Yeah, I thought so. I know he earned his fortune in billboards but last time I checked, that was advertising. Make your peace with the fact that for most people out there, Moreno is smarter than you.

2. Hey LA City Council, shut the hell up. Don't you worthless politicians have anything better to do than write resolutions condemning what a baseball team in Anaheim calls itself? If you really want to be proactive why did you allow the Clippers into LA in the first place? Where was your hysteria when the Rams moved to Anaheim and continued to call themselves the LA Rams? I am sure the NFL is taking careful notes on how you treat a winning sports franchise that would ENHANCE your city's lousy image. 'What, the AL West Division Champions want to associate with LA? Never!' We all know the Angels could care less about the city of Los Angeles per se, it is the larger multi-county area known as 'the Southland' whose media base that Moreno and the Angels crave. Los Angeles is bigger than one city or even one county, particularly from an advertising point-of-view.

3. Hey Anaheim City Council, are you trying to see if you can force a second major sports team to bolt town? Face it, Anaheim sucks as a name to associate with. Even Disney refuses to utilize the Anaheim name whenever they can avoid it. Disneyland Park CALIFORNIA (not Anaheim) is the preferred name for the Happiest Place on Harbor Blvd. After decades of letting their city rot from beneath them, now the Anaheim City Council wants to protect the good name of Anaheim. The last time I checked, once you leave the hallowed halls of Disney you better have a good grasp of the Spanish language and a Taser.

4. Crybabies who think the name is too long should keep in mind that the Angels are counting on people thinking the name is too long. Fans will shorten it to "LA" and the old-style LA (with a halo over the A) caps will become the rage. Once Angel fans get over themselves and realize they can severely irritate Dodger fans simply by saying "LA Angels" they will take to the name with wild abandon.

5. To the "geographically confused" who think the name is far too complex, I must ask if you workout at LA Fitness in Phoenix, is it still LA Fitness? That is SO confusing. How about LA Style hair products used in Des Moine? Oh - my - God, you are totally bending my mind!

My advice to the Halo faithful is to embrace the name as it seems to really irritate everybody else and that can be a very good thing. The more counter-culture something is the quicker it will be embraced. First by surfers, gang-bangers and the those strange kids who dress all in black, but eventually the masses. Just like Raiders gear, OP cord shorts and the NBA. Tell the kids its bad for them and they will run with it. Don't think so? How much free publicity have the Angels gotten in the first two days? Court dates? Bring 'em on -- more pub on Court TV. Enraged politicians? Always good for a sound bite on the news. Of course, if the Angels don't win then all bets are off. People still want to associate with a winner and with the noted exception of the Chicago Cubs, winning equals profit. Will the Angels win in '05? More on that tomorrow.

4 Comments:

Anonymous Anonymous said...

very good.

eyespy

3:11 PM  
Anonymous Anonymous said...

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I'm a huge Cub fan and I have been looking for other sites about chicago cubs baseball

Dave

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