Thirteen things marketers can learn from the All Blacks

The All Blacks is one of the most revered brands in world sport. Here New Zealand Rugby’s marketing and communications director Todd Barberel explains some of the principles he uses to protect and grow the brand.   

Understand the expectations of your brand:

Rugby in New Zealand is not just a sport, it’s a religion. What is it people expect from you as a custodian of that?

The All Blacks have been around since the 1880s, and have grown through different forms through wins and losses during that time.