Category: strategy
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Do football clubs need to think harder about their brands?
This is a piece I recently wrote for the Unofficial Partner blog ___________ I started writing this blog a few weeks ago, and was inspired to come back to it by Napoli’s recently launched ‘brand manifesto’ which I saw on Linkedin the other day (h/t Grant Russell for sharing it). Napoli has revamped its identity,…
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What are Test matches for?
What is sport if there’s no meaningful competitive context? I came across this image on Twitter this morning and I found it quite startling. Not because England are at the bottom of the table, but because if you had asked me to guess where they would be ranked, I’d have had very little idea and…
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The importance of positioning for a challenger brand
How can challenger brands in sport use smart positioning to take on the established leaders in the category? There’s a lot to be said for being a challenger brand. When your brand isn’t the number one or two in the market, it can give you some freedom to do things differently and be a bit…
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What is the Olympics for?
There are 100 days until the Paris 2024 Olympic Games. So much is made, every four years, of the power of the Olympics to bring the world together, showcase the best of humanity, etc…so I decided to take a look at how the IOC articulates its vision, mission and values, and ultimately how the Olympic…