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Thread: ARU re-branding themselves as Rugby Australia

  1. #121
    Veteran Bakkies's Avatar
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    Now is not the time to rebrand Australian Rugby

    Paul Nelson, founder and MD of BrandMatters
    By Paul Nelson, founder and MD of BrandMatters | 6 November 2017 1 Comment

    Paul Nelson.
    Like any businesses, sporting codes change strategies and change direction. Priorities shift, audiences grow and evolve and in order to remain relevant, no brand can remain the same forever.

    But situations where a rebrand takes place, timing is everything and the question we immediately ask in the wake of the ARU rebrand - is now really the right time?

    I don’t think so.

    A rebrand is not a business fix

    Logos, taglines, advertising and other external communications are merely representations of a brand. Love or hate the new Rugby AU logo, that’s really not the point.

    A rebrand is used as a signal to the market that a fundamental change has occurred within the business, our issue as brand strategists here is that, whilst the look of the brand may have changed, I see little evidence that anything else inside the business actually has.

    When rebranding a business there are three key questions need to be answered if stakeholders, in this case staff, players, media and fans, are going to buy in to the change.

    Why has the brand changed? What does the visual identity mean? How does this benefit me?

    Let’s look at whether this rebrand has considered any of these points.

    Why has the brand changed

    As yet, I don’t feel we’ve been given a strong and believable reason for the change. Of course, it could be claimed that the change is occurring in anticipation of the rejuvenation of the sport via the women’s code, and that positive evolution is certainly a strong reason to celebrate with a rebrand.

    Unfortunately, with a widely reported dysfunctional board, a controversial move of headquarters and the very public axing of WA’s Western Force that positive message is never going to cut through.

    And so the rebrand now looks on the outside to be an expensive red herring, an attempt to distract disgruntled fans from the struggles of the sport – without any plan to actually address it.

    What does the visual identity mean?

    Whilst the story behind the design work is compelling, in no small part because of the strength of the agency behind it, unfortunately in the context of recent events it doesn’t ring true.

    The press release talks about the rebrand as symbolising ‘the uniquely inclusive nature of our sport, which can be played by people of any background’, but I don’t think the rugby fans of WA would agree.

    The removal of the Wallaby mark on the logo, but the use of it on the Wallaby jersey goes to a disconnect between the institution and the teams.

    The removal of our national emblem within the governing body brand is something that we struggle to see the strategic strength of, especially because it breaks away from the successful precedent of our competitors i.e. the English rose, the NZ fern and so on.

    I'm not interested in critiquing design execution, Twitter has more than covered that, because the rationale that’s far more interesting. Unfortunately, the rationale doesn’t cut through with so much negativity surrounding the sport.

    How does the brand benefit stakeholders?

    Herein lies the biggest challenge with the rebranding at this time, the inability to answer the question around, what’s in it for me?

    Any rebrand messaging needs to be reflected in a way that resonates with your audience. In light of the negativity outlined earlier, answering this question at this time just got a whole lot harder.

    And what of the brand’s own people? Not just the head office teams, but the armies of coaches, volunteers, referees and officials who give up their own time on weekends and evenings.

    As all marketing and brand practitioners understand great brands are built from the inside out, so the question must be asked, what are Rugby Australia’s own people saying?

    Does this exercise now fill them with confidence and pride? I suspect not.

    Now really was not the time

    No rebranding decision or process can occur without risk. There is a certain comfort that is often associated with an existing brand, especially among internal stakeholders and older participants and customers of the brand.

    A rebrand challenges the status quo and pushes people out of their comfort zones.

    So is all the significant criticism justified? This rebrand isn’t about the logo, it doesn’t matter if it looks like ‘two socks hanging on a line’ (according to a comment in social media) or not.

    The work seems to be done with careful thought and intelligence by the rebranding agency. My problem is not with the quality of the work, it’s that now really was not the time.

    Paul Nelson is founder and managing director of brand strategy consultant BrandMatters.


    Read more at http://www.adnews.com.au/opinion/now...OFM2Twcbp2S.99

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    https://omny.fm/shows/the-alan-jones-breakfast-show/cameron-clyne

    Link to Senate Report http://www.aph.gov.au/senate_ca

    https://www.change.org/p/rugby-australia-petition-for-cameron-clyne-to-resign-as-chairman-of-the-rugby-australia-board

  2. #122
    Legend Contributor blueandblack's Avatar
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    Quote Originally Posted by valzc View Post
    This is SOOOOO
    http://www.adnews.com.au/…/now-is-no...-to-rebrand-a…
    ArseholesRU f##k up yet again!!!
    Try this: http://www.adnews.com.au/opinion/now...stralian-rugby

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  3. #123
    Veteran Bakkies's Avatar
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    The article I have just pasted is from that site.

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    https://omny.fm/shows/the-alan-jones-breakfast-show/cameron-clyne

    Link to Senate Report http://www.aph.gov.au/senate_ca

    https://www.change.org/p/rugby-australia-petition-for-cameron-clyne-to-resign-as-chairman-of-the-rugby-australia-board

  4. #124
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  5. #125
    Immortal Contributor shasta's Avatar
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    What a frikken shower. Has any board of directors ever kicked so many own goals and survived?? I can't bloody think of any.

    P.S. whoever came up with "Rat's Arse"- well done! I think we should make it mandatory to use the full title in posts on here. No harmless RA acronym for those cheating mongrels - at least until this board is gone.

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    Last edited by shasta; 08-11-17 at 14:49.

  6. #126
    Legend Contributor Alison's Avatar
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    My same QLD friend who came up with Rat’s Arse also commented that the odd U shape in the logo looks remarkably like the drawing of ‘that’ part of a woman’s anatomy that used to appear in biology textbooks back in the day! Maybe that’s RA’s way of being gender inclusive in their new beaut logo?!

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    Proudly Western Australian; Proudly supporting Western Australian rugby

  7. #127
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    I'm only astonished that they didn't write the logo vertically and managed to avoid looking like the tits they are...

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    Quote Originally Posted by Alison View Post
    Maybe that’s RA’s way of being gender inclusive in their new beaut logo?!
    I suspect they don't think that deeply.

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  9. #129
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    Quote Originally Posted by AndyS View Post
    I'm only astonished that they didn't write the logo vertically and managed to avoid looking like the tits they are...
    They are as useless as tits on a bull

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    https://omny.fm/shows/the-alan-jones-breakfast-show/cameron-clyne

    Link to Senate Report http://www.aph.gov.au/senate_ca

    https://www.change.org/p/rugby-australia-petition-for-cameron-clyne-to-resign-as-chairman-of-the-rugby-australia-board

  10. #130
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    Everyone can see through the re-brand as an attempt to brush aside their heinous deeds. The other problem is its ugly and it looks kinda like a penis being dropped into something. But the major problem is, in the ARUs own words, they don't have the money to spend on this times are so tough. Times are so tough the Reds and Rebels probably have their snout in the trough as we speak.

    Anyways, the fun part. RA = Retrograde Administrators, RA = Rugby Abolishers, RA = Really Amateur, RA = Rally Australia, RA = Rebrand Atrocious, RA = Rugby Atrocity, RA = Rand, RA = Rise Against.

    Using an anagram generator on Rugby Australia gets results such as - Bulgaria USA Try, Arab Italy Gurus, Asia Ultra Rugby, Salary Bait Guru and the bizarre Labia Sugary Rut.

    Ho, hum, plenty of time to fill until March 2019 ....

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  11. #131
    Veteran Bakkies's Avatar
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    Rugby Abusers
    Rotten Apples
    Rank Amateurs

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    https://omny.fm/shows/the-alan-jones-breakfast-show/cameron-clyne

    Link to Senate Report http://www.aph.gov.au/senate_ca

    https://www.change.org/p/rugby-australia-petition-for-cameron-clyne-to-resign-as-chairman-of-the-rugby-australia-board

  12. #132
    Immortal Contributor shasta's Avatar
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    Quote Originally Posted by Kalahard View Post
    as we speak.

    Anyways, the fun part. RA = Retrograde Administrators, RA = Rugby Abolishers, RA = Really Amateur, RA = Rally Australia, RA = Rebrand Atrocious, RA = Rugby Atrocity, RA = Rand, RA = Rise Against.
    Rat's Arse. That is all.

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    Quote Originally Posted by Tonkar View Post
    Bakkies I sent 4 emails to World Rugby and even made a phone call to Bill Beaumonts PA Myra McGlynn and she said she would forward email addresses to me .. Nothing received back.. I sent personal emails to Brett Gosper..,,,,David Carrigy Who is in charge of International Relations,,,,,RIDZAL SAAT RUGBY SERVICES MANAGER ASIA,, And Bill Beaumont That was 4 weeks ago and still not a word from any of them.. I am tempted to make another phone call to see if they got them
    I sent letter to the Media Manager off Qantas and BMW.....

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  15. #135
    Immortal Contributor shasta's Avatar
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    My abandoning of Rat's Arse must be complete. I knew the Wallabies were on aNH Spring Tour. But didn't know who they were playing when; until I saw the result on line this morning. FUARU you are all a bunch Rats Arses.

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