Fans and experts alike say he needs to bring in a ‘football man’. That last position is the one for which he receives the greatest criticism. Jerry Jones is the owner, president and general manager for the franchise. The football glory is beginning to fade, but the love for the Cowboys is stronger than ever, a sign of a fearless brand.
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Theirs is a rich history filled with championships, bitter rivalries, Hall of Fame players, blockbuster trades and arguably the most flamboyant owner in professional sports. So how are they are still America’s Team? The Cowboys still draw higher prime time television ratings than any other NFL team. They haven’t been in the playoffs at all in five years.
The Cowboys have only won two playoff games since 1996 – both wildcard games. All of the efforts combined to create a deep emotional connection with football fans – not just in America – but throughout the world.įearless Brands create powerful, long-lasting emotional connectionsĪmerica’s Team. These results are because the Dallas Cowboys were built to be a fearless brand – a brand built through innovation and a commitment to excellence. They have been unofficially dubbed ‘America’s Team’.Īll of this success isn’t what defines a fearless brand. Their home stadium is the largest domed stadium in the world and cost $1 billion. They had a string of twenty consecutive winning seasons, a mark that still stands.
They have won five Super Bowls and ten League championships. Today, the franchise is estimated to be worth more than $3 billion. There was a new owner in 1980, but discouraged by poor results, he sold the team in 1989 for $150 million to an oil man from Arkansas. In 1970, they made their first appearance in a Super Bowl – a loss – but they won their first Super Bowl the following year. The team won more games in the 1970’s than any other team, including two Super Bowl championships in four appearances. Beginning in 1965, he team made the playoffs every year including a losing appearance in the league championship. His offense featured the ‘shotgun’ formation and ‘pre-shifting’ designed to confuse the defense.ī y the mid 1960’s the football operations began to yield the desired results. Not satisfied, he refined that defense into what he called the ‘flex’ defense, ironically, designed to offset Lombardi’s offenses (now the head coach of the Green Bay Packers). He had created the “4-3 defense” which essentially created the middle linebacker position. This new Dallas head coach was an innovator in the game of football. The head coach he hired had been a defensive coordinator for the New York Giants when the offensive coordinator was one Vince Lombardi. But from the beginning, his primary focus was the game of football and success on the field. He converted the cheerleading squad into a dance team – one featuring beautiful women, sexy outfits and go-go boots.
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The team wore white jerseys at home – against the norm of the time – so the Dallas fans could see the full colors of the opposing teams. He began by hiring a coach and a head scout who had the talent to build a winning team. He realized that the NFL was entertainment – and that’s what he set out to do. However, the franchise had a plan – and had been building on it since day one. The General Manager, appropriately named Tex, was given more power than any other GM in the league. On the surface, things were somewhere between mediocre and dire. The sixth year saw an equal number of wins and losses and a playoff game – a blowout loss. Their first five years saw a record of 18 wins, 46 losses and four ties. The team had an dismal beginning – the first season saw eleven losses and one tie. Dallas had a new NFL franchise and a heated rivalry had been born. The disgruntled composer of the Washington fight song sold the rights to him for $2,500 – he then traded the song for the essential vote. Murchinson ultimately secured the vote in a bizarre manner. However, he had been unable to secure the final vote needed – from the Washington Redskins’ owner. However, there was a big void in the Texas sports scene heading into the 1960’s – there was no professional football in the state.Ĭlint Murchinson Jr., a wealthy Texas business man, had been trying to obtain a National Football League (NFL) franchise for Dallas for some time. No other state may be more football crazy than Texas – high school football dominates Friday nights and the college teams own Saturdays.
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