News: BTB: Charlotte Jones-Anderson: "We Want People To Feel Like They Own A Part Of The Cowboys"

Discussion in 'Fan Zone' started by NewsBot, Jan 15, 2014.

  1. NewsBot

    NewsBot New Member

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    Recently, the daughter of Cowboys owner Jerry Jones sat down with Forbes and discussed the team from her point of view.

    Charlotte Jones-Anderson has spent the entire tenure of her career with the Cowboys as the person in charge of growing the brand, in fact her official title is Chief Brand Officer. According to Mrs. Jones-Anderson, her father realized the significance of the Dallas Cowboys brand, and the importance of the blue star logo, from the very start of the Jones family involvement in the team.

    "When I began work with the Cowboys, 23 years ago, my only instruction was 'You're in charge of the brand, and whatever you do, just don't tarnish the star.'" - Charlotte Jones-Anderson

    While, to the average fan, Charlotte's brother Stephen may appear to be the most influential of the Jones children, thanks to his high profile involvement in running the football side of the organization; from a business point of view, it is the sister who actually wields the power. From a financial perspective, it is the brand that is most often a corporation's valuable asset on the balance sheet. In short, it can be argued the brand, and not the on-field product, puts the money in the owner's pockets.

    In a statement that echoed her father, who during the season stated that he was not concerned with fan apathy due to the "good show" that the Cowboys are providing, Charlotte is more concerned with providing the fans with an entertainment experience. She notes that on the field success would make the challenge simpler, when the team is not winning it is harder to keep building the success of the Dallas Cowboys as a business organization.

    When the team is not winning, Mrs. Jones-Anderson is fortunate that she has a "history" to fall back on. Since, as Charlotte admits, she cannot control the product that the Dallas Cowboys put out into the marketplace, the Chief Brand Officer is focused on selling what she calls a "Dallas Cowboys lifestyle". When the team is winning, it is easy to move the Romo- and Bryant-related products, but since sustained success is not a recent trend in Dallas, she must sell the past glory that is a part of America's Team. Charlotte Jones-Anderson is focused on marketing the whole package, and focused on selling the "mystique" that is the Dallas Cowboys. In fact, that mystique and how to benefit from it, is her primary challenge.

    "You inherit such an incredible legacy of great tradition and great success. How do you take that and grow it, expand it? How do you grow that to be entertainment? We have always known that we are really entertainment, we're a respite from people's live."

    In addition to selling the Cowboys legacy and what it means to those of us who have been addicted to the blue star for the majority of our lives, Jones-Anderson is also well aware that she is selling both an advertising opportunity and a fan "experience" inside AT&T Stadium. One of her primary duties within the organization is for her to continue to progress in both areas. The key for the Cowboys, as a business, is the way they respond to a pair of business questions.

    How do you develop your partnerships with your corporate sponsors, and how does your fan engagement change over time?

    The Jones family covers two areas for Cowboys success - the dollars and cents on a financial balance sheet, and the numbers on a box score. Sure they enjoy the momentary thrill that comes from a successful Sunday, but they are also business people, and they must also win by increasing revenue. They are not necessarily marketing football, they are marketing a lifestyle where, as Charlotte stated:

    "We want people to feel like they own a part of the Cowboys and that they are equally invested as we are as owners, as an organization."

    To achieve that feeling, the Jones family relies not only on the success/failure of the team, but on the perceived image that is the brand.

    "It is a great spot to be in to go into every city that we travel [to], and we're the first most hated, but the second most loved, so you find that niche and we have fans all over...people will tell you what they think, and to your face, and we love that."

    As much as other fans around the league may hate to admit it, the proof lies in the truth of what Jones-Anderson says. No matter where the Dallas Cowboys go around the league, home or away, they are the big show. While teams may rise and fall in the standings, one thing remains constant; the Dallas Cowboys remain "the biggest show" in the game, and that is thanks in part to the efforts of Jerry Jones daughter.

    At the end of the day, as a business model, the Jones family does indeed have the "Secret Sauce."

    Continue reading...
  2. MichaelWinicki

    MichaelWinicki "You want some?" Staff Member

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    Let the fun begin...
    OhSnap likes this.
  3. OhSnap

    OhSnap Well-Known Member

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    The royal blue on silver with a simple star would sell shirts even if it weren't associated with anything.
    BigStar and CowboyFan4Eva like this.
  4. cej757

    cej757 Well-Known Member

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    Well I guess I know whose idea it was to put the Victoria Secret in the Stadium.
    BigStar likes this.
  5. bark

    bark Well-Known Member

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    Well if only dad and brother Stevie had been as successful
    khiladi and BigStar like this.
  6. dragon_mikal

    dragon_mikal Fire Garrett

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    At some point I'd like someone in that family to come out and say winning football games is priority number one because all I get from this is they emphasize entertainment and the sheer value of the brand over the on the field product.

    As long as people tune in to watch the Cowboys (whether they're fans or not) and the brand remains a money printing machine the on the field product will remain on the back burner. Jerry Jones sure bought a winning lottery ticket when he purchased this team. The Cowboys were already a huge brand and with them winning early in his tenure the brand has become a juggernaut that no amount of losing on the football field can stop.

    Good for the owner...bad for the fans.

    Got to hand it to him.
    khiladi, Fmart322, Duane and 4 others like this.
  7. CATCH17

    CATCH17 1st Round Pick

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    Im just so miserable being a Cowboy fan right now.

    I don't know what is coded in human DNA for someone to even follow something like the Dallas Cowboys that brings nothing but gloom lately. It seemed like we used to have hope and that talent may prevail over Jerry and his goonie coaching staffs but after all these years I now know that it won't and winning has never been the priority.

    It's all about entertainment.
    khiladi, Duane, coult44 and 6 others like this.
  8. theebs

    theebs Believe!!!!

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    This is a sickening article.

    Why can't these people just go away and shut up.

    What other team is constantly referred to as a brand and not a team.

    These people are constantly saying brand brand brand.

    All they care about is money and selling their next worst idea to the fans.

    Uggh sickening.
    khiladi, links18, Duane and 13 others like this.
  9. theebs

    theebs Believe!!!!

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    Yes that was her idea. She did all the interviews for it and made it out like it was a big deal. It was embarrassing as a fan. Monday night football at home against the bears and this is what they were worried about.

    They took away half the entrance walkway on the west side if the stadium two years ago so they could put in rides, a zip line and games for kids.....insanity.

    And the sad part is the league is so impressed with Charlotte they have her on a league wide committee now.
    khiladi, Duane and BigStar like this.
  10. Zimmy Lives

    Zimmy Lives Well-Known Member

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    As part owner, I cast my vote to fire the president and CEO as well as the GM.
  11. BoysFan4ever

    BoysFan4ever Well-Known Member

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    Just the title made me laugh.
    khiladi likes this.
  12. Future

    Future Intramural Legend

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    I'd bet that there isn't an owner in the league who isn't more concerned with making money than with winning. Actually, I'd bet Jerruh puts more money and effort into building a winning team than a lot of others. Of course, lots of moves haven't worked, but people need to realize that owners have no obligation to fans, and don't generally care about them.

    Jerry is no different than any other owner on the competition committee. Only difference is that his entire family is constantly getting interviewed because he was intelligent enough to build the Cowboys as a brand while other owners have failed to do that.
    Vanilla2, bkight13 and Boyzmamacita like this.
  13. CowboyGil

    CowboyGil Well-Known Member

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    Never have so few made so many so sad....:(
  14. theebs

    theebs Believe!!!!

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    Uhh no.

    And btw the people here voted Yes and helped pay for the stadium they are so obsessed with.
    BigStar likes this.
  15. Future

    Future Intramural Legend

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    uhh no what

    You're going to sit here and tell me owners care more about winning than making money? No way I'll ever agree with that.
  16. WoodysGirl

    WoodysGirl U.N.I.T.Y Staff Member

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    I think because of the association, this Vicky Secret at the stadium has been totally misinterpreted. Unless it's not part of the pro shop, Ive yet to actually see anything that screams Victoria Secret. Looks to me they just incorporated a the Pink Collection which is a bunch of women's Cowboys stuff (that's more stylish) to their collection, but nothing out of the ordinary.
    Vanilla2 likes this.
  17. theebs

    theebs Believe!!!!

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    Fine dont agree.
  18. Future

    Future Intramural Legend

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    Not that I'm going to change your mind but...

    If owners made winning a priority, they would be fine with operating at a loss as long as they won games. I don't see that ever happening.
    Vanilla2 likes this.
  19. Carharris2

    Carharris2 Well-Known Member

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    I agree with the "it's sickening" sentiment.
    BigStar and Zordon like this.
  20. bark

    bark Well-Known Member

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    When I began work with the Cowboys, 23 years ago, my only instruction was 'You're in charge of the brand, and whatever you do,just don't tarnish the star.'" - Charlotte Jones-Anderson

    Don't think jerry got the " don't tarnish the star " memo
    khiladi, Fmart322, Clove and 8 others like this.

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