Friendly Fire

"You can please some of the people all of the time, you can please all of the people some of the time, but you can't please all of the people all of the time."

 As brands seek out new audiences, they often risk abandoning their most loyal clientele, whether it be members, partners, or fans.

 It is no secret that college sports fans are incredibly passionate about their universities. However, Arizona State University President Michael Crow may not have anticipated the extent to which this fervor expands to all walks of the game-day experience, including even the appearance of the school's mascot, "Sparky."

Collegiate athletic programs have recently taken significant actions to engage their alumni base. Marketing departments have begun polling fans on issues such as game times, uniform design, and even food items sold within the concourse.

 Some, such as the University of Mississippi have even staged votes to determine the school's new athletic mascot. This, as it turns out, could have provided Arizona State with an invaluable lesson.

 Whether it is because of the national television appearances or the pep rallies, people really do care about their mascot. Why else would the University of Michigan have eliminated their own costumed mascot, which the school's proud alumni passed off as looking like an angry badger?

 In an effort to appeal to the next generation of Sun Devils fans, the Arizona State changed the appearance of their mascot "Sparky," who appears at many of the school's athletic contests. In order to do so, the school even consulted with the good people at Walt Disney Co., and asked what features make a costumed figure more "kid-friendly."

 What they overlooked, however, was the effect that this change would have on the school's fans, students, and alumni around the world. There has been a substantial outcry from this fan base, who feels that the "new Sparky" is too superhero-like and marks too dramatic of a change from the traditional character. In fact, ASU students have even started an online petition protesting the new costume.

 To be clear, the Arizona State logo will not be altered. Nevertheless, the students feel that the mascot represents a significant part of the school's brand, thus bringing up one of brand marketers' biggest challenges: How do you attract new audiences without disappointing your existing base?