The West Ham Syndrome
Ken Parker andTrish Stuart Discovery Research Ltd
'THE WARM UP'
When Bill Shankly said football was more important than a matter of life or death, he probably really believed it. Football has been likened by many to a religion: once indoctrination has occurred, changing to another club is extremely difficult to contemplate. Yet to marketers, football can be regarded as a product sector; football clubs as brands. In this context football clubs are unique. They engender phenomenal brand loyalty despite their strengths and weaknesses. This is totally different from...