"Blue Brand is enough to make yer 'art go ooooooo"
In the brand-saturated consumer world we live in, we can not escape the market. Nike tell us to "Just Do It", L'Oreal assure us that it's "Because You're Worth It" and even good old Blue Boss Terry at Tesco's tells us that "Every Little Helps". Everyone must jostle for position, build relationships, encourage support and foster life long customer loyalty. And so it is with football. Buying the shirt, wearing the colours, kissing the badge are all expressions of brand loyalty.
Global brands like Real Madrid, Manchester United and even Norway's favourite from up the road all command a world-wide presence and recognition. And if it sometimes looks odd to see thousands of Koreans, Chinese or even Norwegians screaming support for lads from Huyton and Bootle, well just look at the TV you're watching, the car you drive or even the computer you're reading this on. Yes, our loyalty can be bought by anyone, anywhere, anyhow.
Branding is all about positioning, perception and proposition. Avis couldn't compete with Hertz and claimed "We Try Harder" and galvanised a workforce, public consciousness and, more importantly, loyal customers. Marks and Spencer personalised things with "Your M&S". And of course Davey Moyes' famous slip of the tongue will go down in 'istery as one of the best branding statements of all time. The People's Club was born and Everton had a brand which projected a heritage, a home and hope.
When Johnny Heitinga claimed: "I am proud to sign at (sic) the People's Club. It's a nice club with a big history", and Silvain Distin continued our French Connection and was overawed by the "best reception" he has ever had, it was EFCUK and the future had a distinctly Dutch Orange haze. If Billy Whizz can become a Russian Roy of the Rovers, and our success spreads to the shores of America, Australia, Spain and Africa well the story of the People's Club might take on mythic, global brand proportions.
But we should know our place. We are what Avis were. We DO try harder and we must stick to the M&S mantra: Everton - YOUR Everton. And we should remember our positioning in the Premier league brand table: we are top of the 'second league'. But we ARE the People's Club. Even if we have to pay the wily street trader who registered the name, it's all in the Moyesy spirit of fleecing the city and I'm sure it wouldn't cost ã22million! And if we get lucky with Leahy's lovely lucre, and buy our way into the Champion's League well every little helps!
ENDS
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Why do I bother calling up poelpe when I can just read this!