Experts weigh in on Cleveland Indians’ name change and why the process seems so arduous

CLEVELAND, Ohio — Last week the Cleveland Indians updated their fans on the research phase of their move to determine a new team name. But those who have been following the saga closely since the potential for a change was first hinted at back in July have wondered why the process has dragged on for nearly a year with the very real possibility that a new name won’t be announced until some time 2022.

Make no mistake, the change is coming. Vice-president of Baseball Operations Chris Antonetti said in December on MLB Network Radio that the organization spent a lot of time reflecting on how it can be a part of positive change for social justice and equality in the community.

“After hearing from leaders in a variety of different spaces, we thought it made sense for us to have a new name moving forward that could allow us to do a better job of unifying our fan base and bringing people together around a common good, which is when sports are at their best,” Antonetti said.

All of that makes sense, but expecting club owner Paul Dolan or team executives to snap their fingers and come up with a new name overnight is ludicrous. Meanwhile, the machinations of a total brand transformation remain a bit of a mystery to the average fan.

Charles Campisi, chair of the marketing and sport management department at Baldwin-Wallace University, said one reason…

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