All Blacks brand still going strong
August 2011
Well, time flies, but some things never change.
The RWC cup is upon us again, this year New Zealand is the sole host. Its an event that has more than a little riding on it. As hosts we need to prove to the world we are up for it - and as an economy we'll be desperate to see some gain in real time and very tangible ways from such a massive investment. As a team and as a brand, the All Blacks need to win. Across New Zealand its like groundhog day - yet again the hearts and minds (and arguably political fortunes, the state of the NZ economy and national pride) are at stake.
Running a good event is a matter of pride, and has massive profile building benefits for the country which we can see - but this pales into insignificance alongside winning the 'Cup' for most Kiwi's. The teams' sponsors have had a few hiccups, the teams' build up has not quite gone to script, but as the media debate confirms, the next 2 months will be pivotal for all concerned.
As a brand, the All Blacks are still clearly the 'ones to beat' - on and off the field. The work we did back in 2002/2003 was to protect the IP around the constellation of brands owned by the NZRU. Additionally the objective was to align their portfolio of brands, build on a strong heritage, provide a more compelling future story that would keep loyal fans loyal, allow the NZRU to grow new fans and allow them to maximise value in developing markets.
That investment has seen its worth proven down through the last few years - but yet again (especially at RWC time), the value of the brand as it can be measured by the loyalty of their fans is about to be tested again.
Win or lose, the All Blacks are still clearly a great brand and valuable property. Lets hope this year that RWC 20102 allows the team to prove it resoundingly - on and off the field.
There is a little debate around the price of jerseys, the state of the team and the value of the brand so check that out on Open.