By Arinze Neal Ohuche, Founder of KLIXO
Go Blue. But somebody in Ann Arbor needs to tell the Michigan football offense that the season has already started.
Losing 13-6 in overtime to Indiana on October 24 was bad enough. Watching Michigan fail to score a touchdown, manage just 57 rushing yards, and turn a golden opportunity at the Indiana one-yard line into a disastrous 13-yard sack was something else entirely. Michigan had a defense capable of keeping it in the game, but an offense that seemed determined to waste every opportunity. Sports Illustrated's breakdown of the Indiana loss makes the problem painfully clear.
And at the center of the conversation is offensive coordinator Jason Beck.
Here is the thing, though. Michigan does not have a marketing problem. It has a football problem.
As someone building KLIXO around the relationship between marketing, brand identity, and business performance, I see an interesting lesson in what is happening in Ann Arbor. Michigan has one of the most recognizable brands in college football. The winged helmet, the Big House, the maize and blue, the tradition, the rivalries, and the national following are all powerful assets.
But a powerful brand cannot block a pass rusher.
Jason Beck and the Problem With Having a Plan That Doesn't Work
When Kyle Whittingham brought Jason Beck from Utah, the expectation was that Michigan would have an offense capable of complementing its defense and competing at a high level in the Big Ten. Beck had a strong résumé, including an impressive 2025 season at Utah.
But past success does not automatically translate into present results.
Through Michigan's first seven games of 2026, the offense has struggled to find consistency. Against Indiana, the Wolverines managed just six points in regulation and overtime combined. The offense gained 224 yards, rushed for only 57, and repeatedly put itself in difficult situations. Sports Illustrated's game analysis documented the recurring issues.
At some point, the conversation has to move beyond potential, past accomplishments, and what an offensive system might eventually become.
What is it producing right now?
Michigan's offense has struggled to run the ball consistently, protect the quarterback, avoid negative plays, and finish drives. Those are not minor details. They are the foundation of an effective offense.
And then came the call that captured the frustration of the entire afternoon.
Third-and-One at the Indiana One-Yard Line
Michigan had a chance to score from the one-yard line. Instead of using a straightforward approach to gain the necessary yard, Beck called a play-action bootleg. Indiana's defense did not bite. Tommy Carr was sacked for a loss of 13 yards.
Michigan came away without a touchdown.
After the game, Whittingham acknowledged that it was a bad call and accepted responsibility as the head coach. He also noted that he had the authority to overrule the decision. Read the postgame account.
That matters because this is bigger than one offensive coordinator. Coaches are paid to make decisions under pressure. They are expected to recognize what is working, identify what is failing, and adjust before a game slips away.
Michigan's leadership needs to evaluate the entire operation, including the play-calling, personnel decisions, and ability to adapt during a game.
A coach cannot spend the entire afternoon searching for the right answer while the scoreboard keeps telling him that the current answer is wrong.
Michigan's Brand Is Doing Its Job. The Product Is Not.
This is where the conversation gets interesting from a marketing perspective.
Michigan does not need to explain who it is. The brand already has recognition, history, a passionate fan base, and a visual identity that people can identify almost instantly.
That is a major advantage.
In business, companies spend years and enormous amounts of money trying to create the kind of recognition Michigan already has. They invest in logos, advertising, storytelling, sponsorships, and customer relationships in hopes of building a brand that means something to people.
Michigan has that foundation.
But there is a difference between marketing a product and delivering one.
Imagine a restaurant with a famous name, a beautiful location, and a line of customers outside. The marketing gets people through the door. But if the food is consistently disappointing, the service is poor, and the experience does not match the reputation, the business eventually has a problem.
The restaurant cannot solve bad food with a better logo.
Michigan cannot solve bad football with another highlight video of the 1997 team.
The winged helmet is not the problem. The marketing department is not the problem. The history is not the problem.
The product on the field has to improve.
Bryce Underwood, Tommy Carr, and the Importance of Making Adjustments
The quarterback situation is another example of why adaptability matters.
Against Penn State, Bryce Underwood struggled in the first half, throwing two interceptions as Michigan managed only 80 yards of offense. Tommy Carr entered in the second half and helped spark a comeback victory, with Michigan eventually winning 21-18. Sports Illustrated's Penn State recap.
Carr then started against Indiana, but the offense still struggled.
That tells us something important. Changing quarterbacks by itself does not fix a broken offensive approach.
The coaching staff has to determine how to use its personnel effectively, establish a reliable running game, create manageable third downs, protect its quarterback, and call plays that fit the situation.
I still believe the leadership question deserves scrutiny. When an offense repeatedly fails to produce, how quickly should a head coach intervene? How much evidence does he need before making a change?
Whittingham has acknowledged the problems. The next step is demonstrating that the staff can solve them.
Accountability is not just admitting something went wrong after the game. It is making the necessary adjustments before the next one.
The Marketing Lesson: Reputation Buys You Time, Not Unlimited Patience
At KLIXO, we talk about understanding the difference between visibility and performance.
A business can have a recognizable name, thousands of followers, an impressive website, and a strong advertising campaign. None of that guarantees that customers will buy, return, or recommend the company.
Marketing creates awareness and expectations. The actual product determines whether those expectations are met.
Michigan's brand gives the program an enormous platform. But the longer the football product falls short, the harder it becomes to rely on tradition alone.
The same thing happens in business.
A company that consistently underdelivers eventually loses customer trust. A restaurant with great advertising but mediocre food gets fewer repeat customers. An agency that promises growth but cannot demonstrate results will struggle to retain clients.
The solution is not necessarily more marketing. It is fixing the underlying operation.
For Michigan, that means figuring out the offense. For a business, it means identifying the part of the customer experience that is preventing growth.
That is also why KLIXO focuses on market intelligence and practical execution rather than simply telling businesses to spend more money on advertising.
Before you increase your marketing budget, understand what is working, what is failing, and what needs to change.
Michigan Needs to Stop Selling the Future and Start Fixing the Present
Nobody expected a new coaching staff to solve every problem overnight. Building a successful football team takes time, and Beck's previous success at Utah deserves to be part of the evaluation.
But patience cannot become an excuse for repeating the same mistakes.
Michigan's defense has shown that it can compete. The offense needs to give that defense meaningful support. The coaching staff needs to identify what works, eliminate what does not, and make better decisions when the game is on the line.
And the leadership has to be willing to hold itself accountable.
Michigan does not need to reinvent its brand. It needs to produce football that lives up to it.
Because here is the truth: Michigan can keep selling tickets, jerseys, tradition, and the dream of another championship. The name will continue to carry weight.
But fans did not become Michigan fans because they wanted to watch six-point performances and wasted opportunities.
They want to win.
The marketing is working. The football is not. Fix the football.
Go Blue.
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At KLIXO, we help businesses understand their competition, identify weaknesses, and make smarter decisions about growth. Because whether you are running a company or a football program, a great brand gets you noticed. Execution is what earns results.
Visit klixo.co to learn more.