Branding and the Now Old, Once New Purdue Pete

By Megan Fingert

We’ve all been on a rollercoaster ride called “New Pete” this past week. The Purdue Athletic Department made a decision that left many embarrassed and outraged. They finally unveiled their new design for our Purdue Pete mascot. Out he came at the spring game, looking to me like…well, a defective Cabbage Patch Kid. People had plenty of complaints about the coloring of New Pete’s helmet and shirt, about his less-than-life-like appearance, and about his lack of wearability for the team of Purdue Pete’s under the mask.

We all watched as the Athletic Department backtracked and suddenly wanted our opinions on Pete after the fact and after the explosion of criticism. While this was certainly a PR flub, there is something you can learn about branding yourself as a young professional from this event.

Research is a process that must occur BEFORE and all during a rebranding or redesign whether you are branding a company or yourself. It is beyond costly to waste money on something that you have no research on. Our Athletic department could have saved thousands of dollars if it had simply asked for students and alumni’s opinions before hand. Maybe they did get some opinions, but clearly not a wide enough variety of them. If you are not sure if you’re new business cards really speak to your personality or if a project will bring the right attention to your organization, it’s always best to ask first. Give your resume and business card designs to the LACD office or CCO for critiques. Give a speech in front a friend before you present it to an employer or professor. Feedback is good no matter if it is praise or criticism. It will prove valuable to you in all sorts of ways.

I also think it shows that you can’t completely ditch who you are to be who your publics want you to be. While we want to make Pete all warm and cuddly for kids, we must remember that Pete is the essence of the tough, burly Boilermakers that defeated Wabash College and earned us our name. He can’t be completely cuddly—who’s going to be intimidated by a cuddly mascot?

So, before you go and ditch all your punk rock clothes so you can get hired or get rid of your goofy nature to seem more professional, remember to stay true to yourself if only in little ways. Throw cool leopard print flats with a bright top under a suit to keep your punky charm. Remember that laughter is the best medicine and a great positive energy to bring to the workplace when appropriate.

RESEARCH RESEARCH RESEARCH and always stay true to you.