Thanks to the infamous song “Black and Yellow” by notorious rap artist Wiz Khalifa, the Pittsburgh Steelers find themselves with a bit of a theme song going into their seventh super bowl appearance this weekend. Khalifa is a Pittsburgh native who wrote the song to represent the main colors of the sports teams of the city of Pittsburgh, Pennsylvania. This interesting method of branding the city of Pittsburgh through the city’s athletic team’s main colors has brought a lot of attention to the Pittsburgh Steelers now that they are playing in the Super Bowl once more.
Branding has been a driving force within the confines of IMC since the mid 1980’s when competition among products began to drastically increase. Without branding, a car is just a car, a school is just a school, and a football team is just a football team. There is no room for differentiation and no reason for a consumer to choose one over the other. Each individual brand demands the support of loyal customers, and in this case, fans. Placing such emphasis on the color of the teams creates a more recognizable brand. Just upon hearing the words “black and yellow” fans feel a sense of ownership and camaraderie.
Just to stimulate things even more, their opponent’s main colors are Green & Yellow. The Green Bay Packers are just as historic, prolific, and nationally recognized as the Steelers and naturally one could anticipate that it would only be a matter of time before imitations and remixes of the song “Black and Yellow” would be replaced with “Green and Yellow.” Sure enough, one of the most famous remixes has been done by two young men known as Pizzle and Prophetic titled “Green and Yellow” (See video below). The video already has garnered over 200,000 views on YouTube in just its second week. As this intense and historic competition between the two cities escalates, sides will be chosen with the question, “Black & Yellow or Green & Yellow?”
-Katie Eagle, Deji Adeleke, Anna Kate Babnik, Tiffany Evans, and Carissa Niederkorn