‘You don’t have to listen to all of the feedback’: Gold Coast Suns head of brand shares lessons from club’s first ever rebrand

For the first time in its 14-year history, the AFL’s Gold Coast Suns has undergone a major rebrand and we sat down with the club’s head of brand to talk all about it.

On Friday, the Suns’ unveiled its first ever rebranding since entering the AFL competition in 2009, complete with a new logo and new-look guernsey.

Appearing on a new episode of Mumbrella’s one-on-one podcast series, the club’s head of brand, Dominique Burgess, walked through the entire process which started early last year and the many challenges that came along the way.

Burgess said it was crucial to listen to the fans throughout the rebrand, who she believes had grown tired of the ‘Challenge Accepted’ theme introduced in 2019, as it “no longer represented where we were as a club”.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

"*" indicates required fields

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.