"Their attention to detail and creativity is first class."
I cannot thank the team at Fogg enough for the work and support they offered us. Their attention to detail and creativity is first class. They are a fantastic group of professionals to work with, who when faced with a challenge (and we gave them quite a few) never panicked and quickly found solutions which would not only solve the problem but in most cases enhance the outcome positively for us. They are young and energetic company that worked hard at achieving our objectives. I would recommend their services to anyone in my network and beyond.
Robbie Hunter-Paul, Commercial Consultant for the Salford Red Devils gives an insight to his relationship with Fogg.
Following a number of years of change including a new stadium, changes in ownership and a lack of success on the field, Salford Red Devils needed to re-establish the identity that had been diluted. The club needed a way of reconnecting with fans that had become disenchanted over the years and were looking for more from the club that they could truly belong to.
Rumours of relocation and changing the identity to Manchester were also causing unrest among the fan base. This meant it was crucial that we spoke to and engaged fans throughout the process to learn from and acknowledge their insight and desire for stability.
Our starting point was to connect with the clubs incredibly vocal and passionate fan base and engage with them from the beginning.
Following the clubs largest ever fan survey, a series of focus groups we conducted comprising different representatives of the fan base and stakeholders from corporate sponsors and young fans to die-hard fans and employees of the club and it’s Charitable Foundation.
The combination of robust quantitative data and qualitative perspectives gave us a definitive direction when developing the club’s identity. Beyond rugby, the club was the life and soul of Salford and had been for generations. Fans wanted its identity to reconnect them with the club that had for so long being at the heart of the community. It was our responsibility to bring this community aspect back to the club and give the fans something they could really associate with once again.
The new identity has given proud Salfordians something that represents who they are. It acknowledges their character, spirit and resilience while importantly representing their clubs rich heritage and optimistic future.
Key drivers for connecting your brand to customers lie with the audience. Take time to listen and understand their needs.
Used effectively, brand can help businesses overcome adversity and provide the stability needed to drive growth.
Political complications can be overcome through effective stakeholder management – change is a good thing as long as it is purposeful and well managed.