What goes into making an AFL Club’s ‘brand’?
With the AFL finals in full swing, Team Epic head of strategy Tony McKay looks at why some clubs are always in the news, irrespective of their performances, while others fade from the headlines.
Why are some AFL clubs always in the news, seemingly always relevant and contributing to the footy story, regardless of on-field performance week-to week? And yet other clubs seem to almost disappear as soon as the losses outnumber the wins?
Look at the Western Bulldogs and St Kilda in 2014. Poor performers, yes, but also largely anonymous. When did you last hear a spirited footy discussion about either club? What’s their brand story at the moment?
Not sure about this. Hawthorn and Collingwood thrive on their media-savvy leaders regularly going down the “controversy for the sake of it” path. And their main men are heavily involved in the media, and hugely connected, and know how to work it. And I can’t really remember the Hawks having a lean time of it recently?
Nice one Tony – can you elaborate please on: “relevance is a crucial brand intangible”? (I agree, just want more)
Hi Tony – enjoyable read. cheers.
The Hawks in the last decade
Flag in ’08 and ’13
Runners up in ’12
plenty of other September action