Alumnus helps brand the College Football Playoff

Posted on Jan 13, 2015 in Alumni News and News

College Football Playoff logo via kualumni.orgMike Goff, j’76, watched the inaugural College Football Playoff National Championship taking great pride in his team’s effort. No, his team did not take the field, but he could see the product of their hard work displayed on the field. Literally.

His team designed the logo.

Goff, president of Premier Sports Management in Kansas City, was hired by the parties responsible for putting together college football’s first playoff system and national championship. Tasked with everything from naming, branding and marketing the new playoff, the KU School of Journalism graduate encouraged a simpler-is-better approach. In an interview with Fox4KC, Goff said his group steered clear of catchy names similar to “Superbowl.”

“What we heard from fans was look, college football to us is about passion, tradition and authenticity, so the name, first and foremost, had to be authentic and, we felt, simple,” Goff said. “And the one thing that was really different was the word playoff, because that’s the new thing.”

The simple, direct approach was just what the playoff needed to distinguish itself from the BCS brand of corporate bowls with mega-sponsors. Goff makes a point to share his wisdom and experience in advertising, branding and visual identity development with students in KU’s School of Journalism, where he has taught classes as a visiting professional. After the successful start of the College Football Playoff era, he’ll have new lessons to share with KU students.

“We fully expect that the College Football Playoff will, over time, become a coveted spot for brands to use to build equity, launch new products, and kick off a new calendar year in grand style. We can’t wait to see that happen.”

We also can’t wait to see a Jayhawk football team raising the championship trophy that a proud Jayhawk helped create. Rock Chalk!

– David Johnston

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