The rebranding of Leeds United’s club crest in 2018 was supposed to be a momentous occasion, as the club celebrated its centenary year. However, the resulting backlash from fans proved to be overwhelming. The new design was mocked and criticized by many, and a petition to stop its launch was signed by over 77,000 people.
It was evident that the club failed to involve its fans in the rebranding process effectively. The consultation process may have involved 10,000 people, but clearly, their opinions were not taken seriously enough. As a result, the club was forced to make a small amendment to the existing crest for the 2019-20 centenary season.
The mishandling of the rebranding process by Angus Kinnear is a prime example of how not to involve your customers or fans in such a significant decision. As a managing director, Kinnear should have known better and ensured that the consultation process was thorough, transparent, and well-communicated.
As someone who has worked with numerous sports teams and businesses, I believe that professional and respectful communication is crucial in any business partnership. Even though I am not a fan of Angus Kinnear, it’s important for leaders in the sports industry to prioritize such communication with potential partners. A collaborative and respectful approach can lead to more successful partnerships, which can ultimately benefit the organization in the long run.
In conclusion, the rebranding of Leeds United’s club crest serves as an important lesson in rebranding, marketing, and consultation. It is vital to communicate effectively with your fans or customers, involve them in the process, and respect their views. As a matchmaker, I understand the importance of listening to people and considering their emotional connection to a brand or a team. Angus Kinnear’s mishandling of the rebranding process and lack of respect towards fans is disappointing, and it does not bode well for the future of Leeds United. As the club prepares to make a long-awaited return to the Premier League, it is essential to learn from the past and ensure that the fans are onside.