We called Cutler to see just how a Kansas City-area guy could dream up a mascot for Minnesota.

Pitch: Did the Vikings give a reason for the team’s desire to change mascots?

Cutler: Ragnar did a great job. But ownership wanted to elevate their brand in the community. He was successful in the team’s operations, but he isn’t quite what ownership wanted.

You mean they didn’t want a tattooed, Harley-driving, axe shaver to represent a multi-million-dollar franchise?

They wanted a family-friendly icon with greater public appeal. Basically, something owned by the team that captured the professionalism of the organization and the NFL.

Was the Love Boat scandal from a couple of years ago part of their decision?

That was part of a number of changes the organization did to inject accountability. They had to ensure control of the mascot, so they wanted one they owned themselves. You can’t really own a team unless business is conducted in line with the NFL.
So you weren’t at all tempted to create a design commemorating the scandal, maybe a sea captain that would be chased around by purple-clad strippers?

No. My Monday-morning quarterbacking of that scandal was that it made the team more aware of their image sooner rather than later. The more sensitive about the control of the organization.

Are you a Chiefs fan?

Yes, I’m a suite owner at Arrowhead.

So did the Chiefs’ Super Bowl IV victory over the Vikings ever enter your mind as you designed this new mascot?

Well, the team was well aware of us as Chiefs fans. We did have fun with the process. In fact, there were a few Minnesota-Kansas City connections involved: The Vikings COO used to live in Kansas City. And a designer in this project was originally from Minneapolis. So that helped us create something sensitive to the culture of Vikings fans and Minnesotans alike.

How much research of Vikings lore was involved in this project?

We did a significant amount of research into the team’s history. We wanted to create something fun, fierce and friendly. That was the vision we had to work against to find the right look. Fun, being athletic; fierce, referencing the Norwegian background of the character; and friendly, meaning something well-received by kids and longtime fans of the team alike.

What happens to Ragnar now?

Ragnar will still be around.

The two can co-exist? Is the Metrodome big enough?

Ragnar is not the type to be on the field dancing around. He’s not spry and athletic like Viktor. Ragnar is not hanging out with the cheerleaders, high-fiving everyone; that’s Viktor’s deal. But there’s no competition. They have their own audiences. Ragnar has an important place in the Vikings organization.

You said this was a branding strategy that they sought for their mascot. What are some of the best mascot-marketing strategies around?

Stanford’s tree is a great one. It’s very inventive. It’s probably the one that is most challenging to me as a fan. Just like any other areas of marketing, there are some horrible concepts out there. Some are well thought out, and some you have to question what was done in their preparation. Bennie the Bull in Chicago is a good one that is always involved in new ways to interact with fans.

How about the local mascots? What do you think of Sluggerrr and KC Wolf?

The local mascots are fabulous. Sluggerrr might be the most successful aspect the Royals have these days. I like KC Wolf, but his routine is tired and old, similar to the team’s strategy on the field. I would like to see more innovation, more engagement with the fans.

Does KC Wolf still do the old four-wheeler, wrestle around with a doll entrance like he used to way back when?

Yeah, same old bullshit. It’s a little tired.

-- John Amick