1 Apr 2007

Global Brand Benchmarking and Other Marketing DoubleSpeak

I must confess that I work in marketing, but I promise you I have never come out with anything resembling this load of old rubbish :

"We take the view there are three pillars the All Black brand is marketed on," says NZRU commercial manager Fraser Holland. "Team performance, history and heritage, and New Zealand and its culture. There is no doubt that performance is the most important pillar."

Um. 'Three pillars' of marketing. Right. Gotcha. Performance. History. Heritage. That's Three.

New Zealand itself. That's the fourth of the three pillars of marketing then.

New Zealand's culture. That would be, what, the 5th of the three marketing pillars, right?

Basically, for those of you who can't be bothered to read the article, New Zealand Rugby Union has found out that the 'All Blacks' are rather a well-known name in countries where rugby is played. More famous than the Springboks. They've also discovered that the All Blacks are less well known in countries that have little interest in rugby.

They presumably paid handsomely for this deep marketing insight. They will use this to sell more shirts to people who don't even like rugby. Genius.



At 2 April 2007 at 08:34 , Blogger Sportingo said...


I would like to speak with you about publishing some of your future articles on Rugby.


At 7 June 2007 at 06:15 , Blogger alan said...

You know, Fraser is right. New Zealand and the All Blacks go together as a brand far more powerful than as individual brands, Tell someone that you are from NZ and they say a-ha you guys have the All blacks and tell someome we play rugby and our team is the All Blacks and they go a-ha the All Blacks.


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