When is a brand, not a brand?
Fulham Football Club – brand management, business and consumer marketing
There’s no more fickle consumer than a football fan, so managing a football club brand is a balancing act where you measure the commercial objectives of the club against the sense of community required by the supporter. In most instances, supporters would reject the idea of their club being a ‘brand’ in the truest sense – this is a contradiction of the ideals of most modern club owners.
Over 6 years we worked with Fulham to develop their brand identity and marketing communications output. During this time, a new brand identity was designed to provide the club with its own intellectual property and to herald a new era of footballing success in the Premier League.
As Fulham’s lead creative agency, our work encompassed a massive range of campaign strategies for print, direct marketing, retailing, advertising for the consumer and corporate audiences.