The marketing man arrived at the steel and plate glass offices of his newest and perhaps most lucrative client. He took a look around the office, sized everything up, drank a cup of tea from a vending machine, sat down, and sucked in his cheeks. “You know what the major problem that you’ve got with your branding is?” he said, smiling as he always did when preparing to share his wisdom in return for a substantial amount of money. The company executives leaned in closer, their eyes widening like Charlie Bucket at the entrance to the chocolate factory. “It’s not… English enough.” The room audibly inhaled.
“You see,” he continued, warming to his task in reaction to his clients’ body language, “This is England. The very traditional bedrock of the game of association football. The name English Football League is strident. Confident. It tells the world, ‘THIS is fiery crucible from which the world’s favourite sport emerged.’ It reminds anybody who sees it that this is THE Football League. The original. And still the best. And definitely the most English. And furthermore, synergising the Football League into the English Football League will surely only help to monetise the league in new and untapped markets”
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