FOR THE H OF IT

Ken Hoffman uncovers the origin of the Astros 2020 slogan

Ken Hoffman
Feb 17, 2020, 12:25 pm
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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Steve Smith dishes on the emergence of Houston Texans receiver Tank Dell

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TEXANS VS. STEELERS

Here are the Texans' biggest challenges, opportunities against Steelers

The Texans host the Steelers at NRG this Sunday. Composite Getty Image.

What: Texans vs. Steelers

When: 10/1 12pm CST kickoff

Where: Houston, TX NRG Stadium

TV/Radio: KHOU-TV, KILT-Radio

Betting Lines: Steelers -2.5 (-120), O/U 42 (-110) *As of this writing

The Watt Brother Bowl takes place on Sunday. I'm calling it that because the Texans are honoring their all-time great J.J. while they're playing his younger brother and current hell raising edge rusher for the Steelers T.J. The Steelers have won four of the last five matchups vs. the Texans by an average score of 28-17. The biggest difference is that the Steelers have a second year starter at quarterback in Kenny Pickett, and the Texans have a rookie in C.J. Stroud. When you look at the two quarterbacks, both organizations have full faith in each guy. Both teams have tried to build a defense to help their young signal callers. Both are still trying to surround their franchise guys with weapons.

When the Steelers have the ball: Here's a game where Will Anderson Jr can make headway as a proven EDGE. Stacking consistent performances together and helping your team win games by making winning plays. It helps that Pickett has tiny hands. This was a knock on him during draft season last year. Hand size for a quarterback impacts grip. That can not only impact accuracy, but it could make it easier to strip the ball from him.

While he doesn't have the weapons to torch this defense, Pickett does hand the ball off to Najee Harris who's more than capable. Averaging only 67 yards rushing as a team can't be taken lightly. Denzel Perryman is expected to miss the game Sunday, so hopefully that won't help jumpstart the Steelers' run game. The Texans defense will have to key in on the run, given that they average giving up 117 a game on the ground. Those aforementioned weapons may not be scary, but the injuries to the defensive backs has hurt. Tavierre Thomas is expected to miss the game recovering from hand surgery. Jimmie Ward coming back last week showed what happens when they have a top safety back there, especially when the pass rush is turning up. Hopefully, the Texans can capitalize again this week, with safety Jalen Pitre expected to return to action.

When the Texans have the ball: Good luck stopping Tank Dell and Stroud! These guys have already established themselves as a formidable duo three games into their careers. A great way to get that connection going is to pound the rock. The Steelers are giving up over 150 yards on the ground per game so far this season. That's also a good way to keep T.J. at bay while J.J. watches. With Laremy Tunsil and Josh Jones both expected to miss the game, here are the offensive line starters: Austin Deculus, Kendrick Green, Jarrett Patterson, Shaq Mason, and George Fant.

Making the younger Watt brother slow down a bit instead of going balls to the wall after Stroud because a run could be coming will help the pass game tremendously. Stroud will have to continue to make quick decisions, but even quicker this game. I wouldn't be surprised to see his first pick of his career here, given the pressure he's most likely to be under. Especially when your offensive line starters were mostly all backups to begin this season.

Outcome: I failed to place a money line bet on the Texans last week because the game started and the live bet wasn't as profitable. I wanted to take a chance on them given their recent record against the Jags. Looking at their last five vs. the Steelers, one would say why make that bet this week? It's because I believe in Stroud more than I believe in Pickett. While T.J. Watt is a different kind of monster, Will Anderson Jr is on his way to becoming something special. Texans win/cover, and hit the over, but barely: Texans 24, Steelers 20.

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