The Reds - Australia's darlings
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Spiro Zavos finds it hard to love the Waratahs as the rest of Australia gets behind the Reds in The Sydney Morning Herald.
"Lovemarks is a marketing idea developed by Kevin Roberts, chief executive worldwide of Saatchi and Saatchi, and also the president of Rugby America, the USA rugby union, to turn brands into commercial powerhouses. The essence of a Lovemarks brand is that it commands respect and love. A passionate loyalty is created from this combination of results and a high emotional identification that goes beyond reason. This loyalty, in turn, provides the driving force for the brand's success.
"Australia had a provincial Lovemarks side, the Brumbies, in the heady days of their two Super tournament wins. The passion of Brumbies fans for their team and the team's response to that love made them all but unbeatable in Canberra. Any journalist knew, too, that criticising the team's iconic players, especially George Gregan, or the team itself, was a dangerous occupation. This slightly manic aspect of the loyalty was off-putting. But while it lasted it gave a sort of in-your-face energy to the Brumbies that made them Australia's most successful Super rugby side."
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