FOR THE H OF IT

Ken Hoffman uncovers the origin of the Astros 2020 slogan

Photo by Getty Images

This article originally appeared on CultureMap.

It happens every spring, the Houston Astros come up with a slogan intended to rally the fans and get the town excited about baseball again. Some examples from recent years: "We Are Your Astros" (2011), "Root. Root. Root. (2012), "Earn History" (2017), "Never Settle" (2018), and "Take It Back" (2019).

For 2020, this year of redemption, the Astros want everybody to know they're doing it "For the H." The Astros want "For the H" to be as ubiquitous as "Keep America Great" or "Not me. Us" (maybe) or "Mike Gets It Done" (pending) and stick around just as long. That would be World Series time in November.

The Astros didn't go with the first light bulb that popped over a mid-level manager's head. Here's all the staff meetings, focus groups, and running up the flagpole that go into the team slogan — from first brainstorm to the sign outside Minute Maid Park — courtesy of Anita Sehgal, Astros senior vice president of marketing and communications.

CultureMap: How long ago did you start thinking up the campaign slogan for 2020?

Anita Sehgal: We started in November — shortly after the World Series. We have used 'For the H' on and off within other campaigns and this year felt right to elevate it and develop a campaign around it.

CM: How important to the Astros is a good slogan that connects with fans and the community?

AS: Incredibly important. Our campaign every year is intended to provide a rallying cry for our fans, players and the community. We want our fans to have a true emotional connection with our team. It is also important that we look at a fully integrated campaign – not just a slogan. Our marketing team wants to ensure our theme is more than just words.

CM: What is the process? How many steps up the corporate ladder before owner Jim Crane gives a thumbs up?

AS: The marketing team leads the process for campaign development. We anchor our process in fan insight. We take our inspiration from how our fans, players, and influencers speak about why they love the Astros and what they look forward to. The team develops mood boards, tagline options and a few design options for consideration.

The team also spends a lot of time developing creative and content ideas on how the campaign will come to life and sustain itself for a full season. It is a collaborative process among many departments within marketing. We generally go through a few iterations until ultimately I sign off and share with our entire executive team, including Jim. Once our executive team has had input, we finalize the campaign and prep it for launch.

CM: How long between first thought to the final okay?

AS: Our campaign process generally takes about two months.

CM: Was the slogan devised in-house or did the Astros go to Madison Avenue for a slogan specialist?

AS: We have an unbelievably talented marketing department in-house that takes this task on every year.

CM: It's unusual that our XFL team, the Roughnecks, also is using "For the H" as its slogan. Are the Astros okay with that? Who came first? Was it done in collaboration?

Continue on CultureMap to find out if the Roughnecks and Astros collaborated on the slogan.

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Another tough loss for the Texans. Photo by Bob Levey/Getty Images.

The Houston Texans started fast but faltered late as the New York Jets hand Houston their ninth loss of the season 21-14. Here are 11 observations from the game.

1. Starting safety Justin Reid was benched for the game. David Culley said after the game it was his decision as head coach and he would keep the matter internal with Reid.

2. This is the third defender benched for disciplinary reasons this season. Reid joins Zach Cunningham and Desmond King as players who missed time for discipline.

3. Justin Reid told Fox 26 he was benched because he had a disagreement with the coaching staff. He also said he was shocked the Texans benched him. You have to wonder if the “culture” the team is building is right when one of the more likable and personable players falls victim to their rules. Reid, who is a free agent this offseason, could leave the Texans.

4. Tyrod Taylor had a couple of nice plays early on for the Texans. His willingness to take some shots downfield was refreshing and led to a touchdown pass to Brandin Cooks.

5. Rookie tight end Brevin Jordan found the end zone. He has played well in recent weeks after finally getting on the field. Jordan is playing over Jordan Akins as Akins was a healthy scratch again this week.

6. Tytus Howard started at left tackle with mixed results. Howard has struggled to find his way at guard but could be a long-term option at tackle if given the chance.

7. The offensive line overall played poorly after some early success. The pass rush of the Jets got going and the run blocking was poor again. Lane Taylor played at left guard some, with Max Scharping also playing some at that spot.

8. The offense was horrendous after the two scoring drives. The Texans amassed 202 net yards with 91 yards coming on those two scoring drives. Houston gained just 49 net yards after their opening three drives.

9. After the game, I asked David Culley if he would be making a change with his play-caller. Culley stood behind offensive coordinator Tim Kelly and said he would remain the team’s play-caller.

10. Second-year defensive lineman Ross Blacklock had two horrible errors that handed the Jets a chance to turn three points into seven points. Blacklock got a personal foul on a field goal attempt giving the Jets a first down. The very next play his offsides penalty erased a sack. Each week Blacklock falls even more behind a bevy of players drafted after him who contribute positively on a regular basis.

11. The loss to another bottom-dweller has the Texans back in the second spot in the 2022 NFL Draft order. It also feels like the deflating nature of this loss erased some of the good feelings after the victory over the Titans. The Indianapolis Colts come to Houston next week to begin December’s portion of the schedule.

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