"Our new brand signifies just the start of a very exciting journey for the club."
“Our new brand signifies just the start of a very exciting journey for the club. Listening to our fans has given us the direction we need to become more connected to our supporters. We want to reward their loyalty and give them a club they can celebrate and be proud of both on and off the pitch”
Roger Draper, former CEO of Warrington Wolves and an Executive in the business of sport gives an insight to his relationship with Fogg.
Over the years, and despite success on and off the field, the Warrington Wolves brand had been diluted and become fragmented. The result was that the club had lost connection with its fans. Following the arrival of a new CEO and board members, the Club was about to embark on a period of change driven by an ambitious vision. A solid brand platform was required to inspire and drive this change positively whilst also reconnecting the club with current fans and attracting new audiences by celebrating its success both on and off the pitch.
Our starting point was the fans. The Club’s incredibly passionate, varied and vocal audience presented both a challenge and opportunity. It was crucial that we spoke to and engaged them throughout the process to learn from and acknowledge their insight.
On the back of the club’s largest ever fan survey a series of focus groups we conducted comprising different representatives of the fan base from corporate sponsors and young fans to die-hard fans and casual supporters.
The combination of robust quantitative data and qualitative perspectives gave us a definitive direction when developing the brand strategy.
Fans wanted a brand that represented:
The Town: Warrington – reflecting their progressive town that is united in its support for the club
The Name: Wire – acknowledging the wire heritage of the town and ensuring it remains forefront in the clubs future
The Club: Wolves – embracing the character of the club to reflect the spirit and determination
These three pillars formed the foundations which become an integral part of the clubs new identity.
The story of our value to Warrington Wolves.
A video produced to tell the story of and launch the new brand.
It was clear from the outset that a new logo alone was not going to be enough to provide the club with the impetus it required and ensure it connected with fans over the longer term. The core message ‘Hardwidred’ was created for all stakeholders to live by. It captured the ethos of the sport while also acknowledged the rich heritage of the club. Having become a mantra for the club ‘Hardwired’ has been instrumental in joining up all departments and initiatives throughout the club as well as driving social engagement.
Since the launch of the brand our partnership with the club has defined a new approach to strategic marketing, commercial proposition and its retail activities. The success of which have been evident in the transformation of the club’s off-field successes.
Engaging with stakeholders through a brand repurposing exercise is crucial
Any brand should be developed around a strong ethos at the heart of the business
Political complications can be overcome through effective stakeholder management – change is a good thing as long as it is purposeful and well managed