USC’s Misguided Branding Strategy with Greek Literature

USC’s athletic department has made a significant branding misstep by using Greek literature to promote its football team. This is not the first time the USC Trojans have attempted to generate excitement around their team with themes from famous Greek stories, often without considering the outcomes of these tales.

The most recent example involves leveraging the popularity of Christopher Nolan’s movie “The Odyssey”. USC’s football program released a promotional poster featuring the Trojan helmet and the phrase, “Our Odyssey begins August 29.” While this seems dramatic and relevant, it overlooks a crucial point: “The Odyssey” follows Odysseus and the Greeks post-Trojan War victory, not portraying the Trojans as heroes. In the story, Troy is utterly destroyed and left in ruin.

This reflects subpar messaging, especially from an academic institution whose mascot represents Troy. It suggests a lack of awareness of the historical context the Trojans symbolize. Before rolling out such promotions, a simple check, like typing “Who wins the Trojan War?” into a search engine, could prevent missteps.

This isn’t the first oversight. Before the 2024 season, USC released a hype video showing players emerging from a Trojan Horse, a move that illustrates misunderstanding. The supposed drama missed the mark since it was the Greeks who used the horse as a trick, resulting in Troy’s downfall once more.

The repeated alignment with stories of destruction undercuts the intended hype-building purpose.

The irony doesn’t end there. USC’s choice to begin its new ‘Odyssey’ on August 29 aligns it with San Jose State, whose mascot represents the Spartans, another group from ancient Greece. This adds to the unintended irony of branding connected to ancient conflicts.

Despite these missteps, the message is clear. USC might benefit from reconsidering its thematic approaches and ensuring historical accuracy in its promotions. Good luck to the Trojans this season, and maybe keep an eye out for metaphorical wooden horses.