Ex­pert view Logos must be changed in the long-term

The Daily Telegraph - Business - - Sport - Tom Glad­stone, Head of mar­ket­ing com­pany EN­GINE Sport

De­spite yes­ter­day’s an­nounce­ment, the club have no op­tion other than to change their Na­tive Amer­i­can brand­ing.

When it comes to stop­ping sup­port­ers from do­ing the “Tom­a­hawk Chop” or wear­ing head­dresses, it will not be an easy fix.

The club will want to avoid be­ing heavy-handed, and need to get to the point where the crowd is self­polic­ing. They will doubt­less cre­ate some guide­lines that have buy-in from the or­gan­ised sup­port­ers club. If the po­lite re­quest to con­sign the chop and head­dresses to his­tory comes from the play­ers – as part of the dis­sem­i­na­tion of guide­lines – it would make it harder for gen­uine sup­port­ers to ig­nore. The im­por­tant thing with any re­brand is to take the fans along for the jour­ney, and they seem to be con­sult­ing with their sup­port­ers.

But the domi­noes have started fall­ing in the United States, with the pres­sure mov­ing from one team to the next un­til they make the change to match new so­ci­etal norms and sen­si­bil­i­ties.

Ev­ery time another team makes that change, the spot­light will fall back on Ex­eter. It will be­come a dis­trac­tion and an un­wanted story.

The fi­nan­cial cost comes from the cre­ation of the vis­ual iden­tity. I have seen fig­ures sug­gest­ing it will be £1 mil­lion, which seems lu­di­crous. No way would Ex­eter spend that amount to change their vis­ual as­sets. It is, how­ever, in­evitable that Ex­eter need to change.

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