How does a brand reinvent itself? How can an organization completely change its perception in the eye of the public? The answer lies in tradition. Fans of a brand may be resistant to change if they liked the original identity, especially if they are attached to the established traditions. That is why a reinvented brand (i.e. Cleveland Indians versus Cleveland Guardians) must have concepts that are wholly its own. Over time those new ideas will become tradition. This is the strategy of the Cleveland Guardians, who have released their own team song in anticipation of their inaugural season. 

The team song “We Are Cleveland” is an anthem created by members of the Cleveland band Welshly Arms. The piece will be used frequently at home games, serving as a musical signature for the newly minted team. If the entire team identity were to remain the same besides the name change, it might be difficult for fans to differentiate the two. The song “We Are Cleveland” will help distinguish the two and hasten the adjustment process. Let us know what you think of the song!