Rebranding the Bombers: bloody great idea or massive disaster?
News of AFL club Essendon reviewing its logo has Principals’ strategy director, Charlie Rose trying to reconcile his fan status and professional branding opinion.
I’ve been a fan (and on-and-off-again member) of the Essendon Football Club (EFC) since 1993. Fellow die-hards will remember this as the fairy tale year when the Baby Bombers won the Premiership with dash, dare and youthful exuberance.
As a recent immigrant from South Africa, the Bombers were my entry point to Australian sporting culture. They opened the door for me into the conversational lifeblood of Melbourne.
With 16 premierships and club legends that have become immortals of our game, Essendon remains a powerhouse of the national competition and a major Australian brand.
