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It's a new era in Washington and we're on a mission, a mission to bring our unrivaled legacy and our promising future to the forefront to be game changers. We're going to take you through it all together. We are making the brand.

We do have some big breaking news regarding the NFL franchise in Washington. So right now I'd like to welcome on Adam Schefter, who has that news, Adam, what's going on. Hello there, Charlie. Well, dish just in basically Washington is going to go with an interim name that will call itself the Washington football team.

And over the course of the next 50 days, Washington officially will be retiring the Redskins name. If you'll notice there, the logo on the side of the helmet appears to have been replaced by numbers and where the nickname previously was above the numbers on the Jersey has been replaced by the words.

Washington. Everything is in. There's nothing. There's nothing that's out. There's nothing that's thrown out whatsoever. Um, because again, before we, it would be so premature, um, it would lack thoroughness and it would be a disservice to our fan base to just jump, to stack a names against one another on a board, because it's so much more than you,

we asked for you all to submit your ideas and you did not disappoint. We received over 25,000 submissions. I would get these submissions and you'd have one that's like, you know, drawn by a kid, you know, right next to something, a long letter, long form letter. And then next to that is somebody who clearly has graphic design background or something.

And they've got a whole package and to see all of those things together to me, Um, made me feel the weight of how important this is to people. We are in a luxury position. There's brands that may not change for years, and they're not great inclusive friends. We are in a luxury position that we have started this and where in the journey.

We're not just starting the journey we're in the journey. And I think we're, we all feel very fortunate to be part of this project. Now, I know you all have heard this a million times. But this rebrand, it's a huge undertaking. So we enlisted some help. I am Dan garner, I'm CEO and co-founder of code and theory, a digital first creative agency.

The reason we say digital first is because that's how people behave. That's the way they engage with the world and the brands around them. They touch their phone 200 times a day and sleep with a two feet from their head. Change really isn't the core of who we are as an organization. Um, and it really kind of talks to all the other, uh, important cultural values that we have, you know, the caring, the empathy, the relentlessness, um, it, it all revolves around that ability to change.

The biggest thing we learned is, is just how important this is to people in people's lives and to have the ability to be part of something that has such an impact, obviously the sports side of things, but it goes well beyond that, we start by listening. We basically take all this information. We listen to everyone throughout the process, even as we're making decisions.

And then it's a process of distilling down the important values, the important traits what's important and meaningful to people. What is important and meaningful to the DMV area, and then work to sort of create a summation of that. To come to a brand and a name that really resonates that appreciates the history.

It takes the history with us lives in the present, but sets us up for the future. And hopefully the next hundred years. We also held some personal conversations and dug deep with some of our most loyal fans, whatever changes are made, just making sure that at every level, people understand what you stand for, what your roles and engagement are and how you operate as an executive team all the way down to the end.

The big thing is, is tradition. We are the nation's capital. What's as big as that branding means. So just think about it. You know, you say finger looking good, you think of Kentucky fried chicken or whatever. So the branding really being something, what resonates most is like colors and values of like empowerment and things along that line and, you know, support and being like a fan that's like close and connected.

I think that that's what resonates most with me. We even talked to some younger fans. And when you come in with the rebrand, it's gotta be like a strong passion that they can get behind it real quick. It definitely has to be catchy. And like, I want to be like proud saying it. Oh, it should definitely be an animal.

Raise your hands. If you think it should be an animal, it's just the beginning folks. We're going to keep coming at you with fresh new episodes, packed with details behind the process. See you next time on making the brand.

-Jason Wright, team General Manager, talks about the team's stance on re-branding. What did he say?

-Dan Gardner, CEO and Co-founder of Code & Theory, explained the position the team was in as it approached the re-branding process. How did he explain it?

-Dan Gardner of Code and Theory, the company that the team reached out to for assistance, describes what his company does. What does Code and Theory do?

-Gardner goes on to discuss the biggest thing they learned in the re-branding process. What did they learn and how did they start the process?

-many fans that were part of focus groups that had input to the process. What was a theme that you took from some of the comments made by fans?