When I took over Rangers social, my first priority was bringing a defined personality to brand that had become tight and sterile.
The Rangers brand is often equated with words like austere. All-business. Historic and safe. But with some subtle shifts grounded in a human touch, I proved our social tone could stay true to those brand pillars and still find a way to have some fun. Still celebrate the highest highs. Still appeal to the die-hard bluebloods just as well as the Gen Z’ers who live on their phones.
Today, the brand remains aspirational. It remains iconic, yet it is still ever-evolving. We choose each word carefully, but choosing our words no longer means being safe + boring - because when have New Yorkers ever been described as safe + boring?
Now, the brand’s tone of voice is relevant. It takes calculated risks, but it is still rooted in history and tradition. It’s creative, but never crosses the line. It’s equal parts shrewd and sophisticated.
It’s New York.
When you add your own viral moments into your toolbox, you're speaking the language of your audience while using your brand as your mouthpiece.
Nine times out of ten, short and sweet is the way to go with copy. But there are situations that call for a more verbose approach - and honoring a beloved franchise icon in front of a massive fan base is one of them.
TikTok, when done right, is a hack for putting your brand right into the line of sight of the youngest prospective fans out there. Here, we poked fun at the fact that the Rangers were the league's youngest team - but to the average TikTok user, this simply served as funny, entertaining, relevant content. That's enough to generate views and, eventually, followers.