‘Icon brand’ that will stand test of time
HOT TOPIC: Call for input on new name for Southern Kings
GENTLEMEN and stakeholders of EP Rugby, all rugby clubs and the EP Rugby Exco: The Herald (May 9) requested input/comment on a brand or name change for the commercial property of Eastern Province Rugby’s team in the PRO14.
The brief appears fairly simple in that it calls for a name that is unencumbered or tainted with controversy and that is correct, as the reputational damage for EP Rugby is catastrophic and the image, optics and reputation is radioactive in the commercial market of both rugby and corporate South Africa and needs to be sanitised and renewed.
It is therefore necessary to view this as a complex process that requires astute thinking to bring about a marquee brand that resonates with you, your club members, schools, universities, rugby fans and friends of EP Rugby and especially with corporate South Africa, who will be requested to financially support and partner with EP Rugby Pty Ltd.
In short, EP Rugby requires a moniker, name and headline brand that will inspire loyalty, sportsmanship and passion for EP Rugby.
This is how the naming and brand evolution process for EP Rugby’s commercial properties needs to be followed in terms of strategically repositioning EP Rugby for the future – there is no other right way.
This nomenclature process to identify and process a new name is a proper scientific methodology and cannot be treated with a simple poll or a media request that this is what is required, as there is no control and it quickly becomes chaotic and nonsensical.
In particular, it does a disservice to the players at EP Rugby’s schools, clubs, universities and all their friends, families and supporters, throughout the Eastern Province and Eastern Cape – as EP Rugby are the torch bearers for Eastern Cape rugby.
The methodology to be applied needs to test the following:
1 The name of the genus/genealogy of the geographic region – like Mandela Bay
2 The flora indigenous to the area – like the Aloe Ferox
3 The fauna indigenous to the area – like the elephant
4 Symbols and icons – like shields, spears, or legendary personalities.
One then has a four-point branding compass to take and explore all possibilities to then be tested among the relevant rugby and public constituents in intercept interviews at rugby games, schools, universities, clubs, traditional print and electronic broadcast media and social media.
Furthermore, this is also tested in focus groups along with multiple design directions and applications, to determine what brand attributes epitomise EP Rugby to procure sponsors and financial partners.
This has already been done and finessed and tested, and the names that were conducted by a collective of MBA students from Nelson Mandela University came up with: 1 The Elephants 2 South Eastern Cape – SEC 3 The Spears 4 The Kings 5 Mandela Bay. After an arduous process of three months sorting through questionnaires and interviews, the unanimous winner that ascended over all names when combined with the genealogy of the region and the iconic status of what Nelson Mandela represented as a living “saint” produced the nomenclature of the “Mandela Bay Saints”.
It is an unquestionable fact that evolved from this scientific research methodology of market research which produced this winning name.
This is not the decision of one individual or a group of rowdy fans, but a process which was followed that produced a result that resonated with your rugby constituents from all communities, across the EP and Eastern Cape and especially with corporate partners around South Africa.
It is a brand that binds the very fabric and good of EP Rugby with South Africa and makes the brand a higher calling and positions EP Rugby for the future.
And there you have a process that over this time and effort would cost R280 000 to produce, and an “icon brand” that will stand the test of time – the Mandela Bay Saints.
I would be delighted to receive your comments. All the best to you and your club!