In case there’s any confusion, let’s handle one thing right from the start. Adolf Hitler is the short genocidal maniac whose name is synonymous with evil, responsible for the deaths of millions of people. Barack Obama is the President of the United States.
Hank Williams Jr. compared the two men in a recent interview, which led to ESPN letting the singer go from his long standing Monday Night Football gig. The nearly iconic “Are you ready for some football?” is no more.
Was ESPN right to let Hank Williams Jr. go? Most would say they had no choice. The ESPN and NFL brands are valuable, highly protected brands. The last thing either organization wants is controversy—especially political controversy. These are organizations that have become highly successful by being highly aware of and responsive to what their most ardent, loyal customers and fans (a group we would call Brand Lovers) value most.
What does that mean for Hank Williams Jr.?
Keeping Hank Williams Jr. on board would have created controversy. Letting him go created controversy. Which controversy was less problematic? This is the type of decision that business leaders need to face all of the time. In an ideal world, ESPN’s leadership would never have to face this issue, but since they did, they made a smart move by making the choice that reinforces most what fans of Monday Night Football value about the show.
No one watches Monday Night Football for political commentary, insightful or otherwise. No one tunes in to see pundits argue their positions or to discuss the socio-economic state of the nation. That’s not why 10.8 million viewers turned on the Bears-Lions game. Those viewers were in search of excitement, a good time, and some measure of escape from a stressful world. Would the Lions continue their winning streak, becoming only the second team in the league to go 5-0? In the larger scale of things, the answer to that question doesn’t really matter and that’s exactly why people are watching ESPN rather than CSPAN on Monday nights.
After the split, Hank Williams Jr. released a song called “Keep the Change.” While it’s not exactly his most compelling work musically to date, the song is a masterpiece when it comes to articulating the fears, frustrations, and feelings of Hank Williams Jr’s biggest fans. When we talk about connecting with our customers, understanding what drives their decision making, knowing what anxieties keep them up at night and what experiences give them profound and lasting joy, we do so because we know that this is the type of knowledge that will allow us to understand, anticipate, and meet customer wants and needs better than anyone else.
The Hank Williams Jr. fan who has by now already downloaded “Keep the Change” (and shared it on Facebook, and made it their ringtone) heard that song and loved it, because it spoke to them. The bond between Hank Williams Jr. and his fans has been strengthened by this incident. He may have gained a few fans in the process. While Williams lost a valuable gig and relationship, he has strengthened his individual brand.