‘BOK IDENTITY = GREEN & GOLD’
Die Bokke, pulled off a convincing 18-3 victory over Scotland in their World Cup opener this past weekend, and a surprise move to play in turquoise jerseys.
Question is if it worked for them and what impact does it have on the brand?
Undoubtedly supporter feedback was “GO BACK TO GREEN & GOLD”.
In sports marketing – Colour Identity – plays a massive role in driving home success.’
The basic rule in sports marketing is that colour alternatives can be used for a limited amount of ‘Cause Marketing’, as we have seen for example with the Proteas in “Pink for Cancer”.
Here it works, but when the brand uses alternative colour primarily for financial gain, as the Boks did with 60/60, it needs to be questioned in terms of brand value.
Risk of brand damage and risk of supporters having a feeling of being less united is not worth the price it pays to sell your IDENTITY.
For the Boks to win their World Cup # 4 they will have to return the GREEN & GOLD from here on in ………
#STRONGERTOGETHER.
Supporters will only give so much to ‘kitting themselves out ‘and they want to feel united with their team in colour for every game.
It is called BRAND IDENTITY – and it plays a vital role in determining success in sports branding.
GO Bokke. Go Great.
ROB OPIE
FREE e BOOK OFFER
Get a copy of Rob’s latest eBook: 21 SPORTING STORIES – your free easy to read copy delivered direct to your inbox simply send an email request to robopie@thegameplan.co.za
It’s a sports book full of interesting short stories and crammed full of inspiration and insight.
ENJOY- your feedback is always appreciated and please do share with family and friends.
LAUNCHED
‘It is inherent to the human condition that we bond’
Rob’s interactive, insightful and inspiring TALK: “Champions do More”– at your offices to get your TEAM powered up. Contact Rob direct to find out more.
Email to: robopie@thegameplan.co.za
If you would like a complimentary copy of any of my published eBooks – including PERSONAL BRANDING, please CLICK HERE to read more and request your FREE copy.
Email to: robopie@thegameplan.co.za
Read more: www.thegameplan.co.za
