Posts Tagged ‘AFL’

CRICKET AUSTRALIA: BIG BASH HAS DASH

Our March Article for The Melbourne Review: Cricket Australia and its innovative play. 

In May 2010 we were asked to attend a meeting with Cricket Australia, sign a confidentiality agreement, and then be briefed on a most audacious plan to launch a new version of T20 cricket in a little over six months.

We were invited to pitch to provide the creative services required to develop the new franchise brands for the eight teams of the new Big Bash League (BBL) competition. Read the rest of this entry »

James Hird

James Hird

Brand thinking needs an external orientation, something Hird has been lacking.

On August 13, 2013, the AFL officially charged Essendon Football Club with bringing the game into disrepute, along with charges against coach Hird, his assistant Mark Thompson, veteran club doctor Bruce Reid and football operations manager Danny Corcoran.

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Being an avid sports enthusiast (in particular the round ball game) I went to the Socceroos farewell game against New Zealand on Monday night at the MCG. Now I’m going into detail about the match (fair to say it wasn’t pretty) but upon entering the Best Sports City in the world’s precinct there was the usual cheering, flag waving and buzz that Melbourne is accustomed to for any major (or for that matter often minor) sporting event, but something caught my eye and not only my eye but thousands of supporters – male and female.

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The brands we choose reflect how we see ourselves
Each day we make thousands of conscious and sub-concussion decisions about the brands we wish to include in our lives. Our choice of which brands we choose to connect-with is often a reflection of how we see ourselves and how we wish the world to see us. Some of these brand associates are more overt than others, but when mapped as a whole they create a sense of personal brand identity. ‘Brand Mapping’ as we call it forms part of the Insights process we use on our commercial projects. Brand mapping helps us to immerse our thinking into the lives of target markets our clients’ brands wish to connect with truly and deeply.

Here’s my brand map for Christmas Day 2009.

BrandMapXmas09B Read the rest of this entry »