AMERICAS_FAN
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Dear Jerry Jones,
Whether you read my post or not does not chance the relevance and truth of its content.
I read a quote from you saying "I think we are all extremely surprised, disappointed, and that [bad feeling] passes. It does pass. I've experienced it."
And then there is this quote from Cowboys spokesman Brett Daniels: "We're all disappointed and frustrated in the way the season ended. I don't think there's any hiding that fact. It's a disappointment now. But people are looking ahead. The excitement for a season builds starting right now."
And then there are the constant quotes coming out of your business saying how changes are coming.
Well as one of your high-value customers, please let me tell you that it is more about a feeling from perpetual underachievement just passing, and being replaced with instant excitement, simply because you’re putting a broken product inside a mew package (i.e. the new stadium). Packaging is irrelevant when the product is of sub-par quality.
You of all administrators should know that a brand is “a promise”; and the brand “Dallas Cowboys” promises greatness; except that your current product has not delivered on that promise for many years. It simply no longer delivers on that brand promise and any changes that you make to this team will be irrelevant unless they directly impact how that promise is delivered.
Because the promise has been broken, please do not be fooled into believing that irrelevant changes and a marketing campaign about “new season and stadium excitement” will be enough to dupe your customers like me into buying a broken product. Simply put, you have broken your brand promise to your customers, and as one, I I no longer trust in it. A marketing campaign, or a brand-repositioning campaign, will not be enough to restore my trust in this brand. In order for that to happen you must fix the product first to deliver on that promise.
Until this happens, I vow to no longer buy your product in its current, broken, form. That means no more merchandising purchases, no more trips from Chicago to the stadium for several games a year; no more stadium tours; no more visits to your team’s website; no more NFL Sunday Tcket to view your team’s game from out of state (I cancelled my subscription yesterday); and most importantly, no more purchases of your teams’ sponsors products. I simply will not buy products that align themselves with the broken form of these embarrassing Dallas Cowboys of this new millennium.
And finally, Mr. Jones, please do not take this as a personal threat from me; it is simply a business decision on my part; and it has unfortunately come to that because I have grown so disenchanted with this PSEUDO “Dallas Cowboys” team.
Just as you do not wish to pay good money for and inferior player, I wish to not pay good money for your inferior team. Economic times are hard for many, including me, so if I am to spend what money I have to bolster this economy, I will do so by only supporting products I believe in. Sadly, I no longer believe in this “Dallas Cowboys” brand to hold the promise it should.
Now, this does not mean I am restricting all of my future purchases on the “Dallas Cowboys”. I’m just currently choosing to support products that do stand what they say they do. If you wish to one day receive those funds from me again, then you simply must regain my trust in the Dallas Cowboys’ “brand promise”; and you can do that FIRST by making the kind of changes that will regain that trust, re-develop a superior product to match the new shiny package, and THEN I will gladly re-invest in what you are selling and what is being sold under the umbrella brand known as the “Dallas Cowboys”.
But the more that the wrong changes are implemented, the longer I will remain a non-customer; and that is my promise to you.
Very truthfully yours,
AMERICAS_FAN
Chicago, IL
Whether you read my post or not does not chance the relevance and truth of its content.
I read a quote from you saying "I think we are all extremely surprised, disappointed, and that [bad feeling] passes. It does pass. I've experienced it."
And then there is this quote from Cowboys spokesman Brett Daniels: "We're all disappointed and frustrated in the way the season ended. I don't think there's any hiding that fact. It's a disappointment now. But people are looking ahead. The excitement for a season builds starting right now."
And then there are the constant quotes coming out of your business saying how changes are coming.
Well as one of your high-value customers, please let me tell you that it is more about a feeling from perpetual underachievement just passing, and being replaced with instant excitement, simply because you’re putting a broken product inside a mew package (i.e. the new stadium). Packaging is irrelevant when the product is of sub-par quality.
You of all administrators should know that a brand is “a promise”; and the brand “Dallas Cowboys” promises greatness; except that your current product has not delivered on that promise for many years. It simply no longer delivers on that brand promise and any changes that you make to this team will be irrelevant unless they directly impact how that promise is delivered.
Because the promise has been broken, please do not be fooled into believing that irrelevant changes and a marketing campaign about “new season and stadium excitement” will be enough to dupe your customers like me into buying a broken product. Simply put, you have broken your brand promise to your customers, and as one, I I no longer trust in it. A marketing campaign, or a brand-repositioning campaign, will not be enough to restore my trust in this brand. In order for that to happen you must fix the product first to deliver on that promise.
Until this happens, I vow to no longer buy your product in its current, broken, form. That means no more merchandising purchases, no more trips from Chicago to the stadium for several games a year; no more stadium tours; no more visits to your team’s website; no more NFL Sunday Tcket to view your team’s game from out of state (I cancelled my subscription yesterday); and most importantly, no more purchases of your teams’ sponsors products. I simply will not buy products that align themselves with the broken form of these embarrassing Dallas Cowboys of this new millennium.
And finally, Mr. Jones, please do not take this as a personal threat from me; it is simply a business decision on my part; and it has unfortunately come to that because I have grown so disenchanted with this PSEUDO “Dallas Cowboys” team.
Just as you do not wish to pay good money for and inferior player, I wish to not pay good money for your inferior team. Economic times are hard for many, including me, so if I am to spend what money I have to bolster this economy, I will do so by only supporting products I believe in. Sadly, I no longer believe in this “Dallas Cowboys” brand to hold the promise it should.
Now, this does not mean I am restricting all of my future purchases on the “Dallas Cowboys”. I’m just currently choosing to support products that do stand what they say they do. If you wish to one day receive those funds from me again, then you simply must regain my trust in the Dallas Cowboys’ “brand promise”; and you can do that FIRST by making the kind of changes that will regain that trust, re-develop a superior product to match the new shiny package, and THEN I will gladly re-invest in what you are selling and what is being sold under the umbrella brand known as the “Dallas Cowboys”.
But the more that the wrong changes are implemented, the longer I will remain a non-customer; and that is my promise to you.
Very truthfully yours,
AMERICAS_FAN
Chicago, IL
