Everton among world's fastest-growing football brands

Sadly, under the current regime, this is now a distant memory. Never support the brand, always support the team.

Fans, not customers.

IÂ’m still convinced the 31 May 2014 cut-off date for the Accounts meant that we had just secured the monies from Man Utd for Fellaini, but had not yet spent/committed same on Lukaku. So the Â’recordÂ’ 㿈M profit that factors into this massive leap on the back of the new TV deal is, I suspect, just a little misleading.

All will be revealed when this seasonÂ’s numbers are totted up!

The Everton rebrand in 2013 is an excellent example of just how much sway the fans can have over the club. The changes to the club logo were reportedly requested by the TV stations who were finding it difficult to use for graphics in matches. With all clubs now relying heavily on the huge TV rights money it would have been impossible to say no. When the fans reacted angrily to the new design and 24,000 signed a petition the club swiftly returned to using the old logo and began a fan consultation process. The process unsurprisingly resulted in the choice of a new design which was very similar to the original. Everton as a result, have been left with a damaged relationship with the fans (although the swift engagement process helped considerably) but they still have a design which is just as complicated for use on TV as before.

There is therefore an argument to be made for allowing these decisions to play out for a little longer and allow implementation of the new design first. A visual identity change should be more than just an updated logo reveal but encompass a full strategy for implementing business change. Who can say whether fans of Everton would not have warmed to the design over time? 24,000 signatures may seem a lot but perhaps not when we consider that Everton have over 2 million likes on their Facebook page and a global fan base around the 10 million mark.

(from the comedy Â’Damon and PithiasÂ’ (1566) - Â’I haue plied the Haruest, and stroke when the Yron was hotteÂ’)

A blacksmith expression it seems - you have to bend the horseshoe when the metal (iron) is hot and..um.. bendy enough etc

Anyway, the reason I mention it, is that IÂ’ve always thought the absolute opposite of the adage, should be Kenwright based (like to Â’do a MunsonÂ’ from the film Kingpin)

To be presented with an opportunity and..do absolutely fucking nothing.

To Â’pull a KewrightÂ’ or Â’to do a fat-headÂ’ or Â’to Bill itÂ’

Â’CouldnÂ’t believe it lid, she was pulling her skirt up, flashing her arse at him and he just stood there and done a fat-head"

Type stuff.

So - "WeÂ’re 15th on the list of football brands and among the top 5 fastest growing, we need to strike while the iron is hot!"

"No fucking chance, weÂ’ll do a fat-head"

(see KingÂ’s Dock and anything else that looks like an opportunity)

As the Geordies banner said to Mike Ashley Â’balance sheet champions 2008-2014Â’.

Furthermore, the appearance of Tim Howard making world record saves and then youtube videos of him speaking to the US president along with the various memes calling for him to be installed as secretary of defense getting worldwide attention helped. This is free marketing based on social media compared to the millions clubs like United spend on having massive placards on the cities of Asia.

IÂ’m not implying that our board has pulled off a master stroke or anything, just that we were recipients of some good fortune by having Â’popularÂ’ characters affiliated with our club. Of course now we need to continue this by string of solid on-field performances.

I see no mention of Aston Villa amongst the brand leaders but, for all that, have just read that Lerner has named Â’a preferred bidderÂ’ from the THREE consortiums with which he has been negotiating. Perhaps our exalted brand status has priced us out of the market. ThatÂ’s if weÂ’ve ever been for sale, of course!

That article just typifies modern football......fuck the fans that go to the game week-in & week-out, what do we know??

And what a cheek we have to demand our crest be changed back to show our motto. BK should obviously have canvassed the supposed 10 million fans globally?? They would have put him straight and told him that TV runs everything and we must obey!!

Sounds like the fucking daleks are in charge!!

I am also a supporter who has watched flowing football and winning trophies; however, I have also watched Second Division football from Everton under a different regime than we have now.

I guess we could all moan about what we have now but, believe me, it could be a lot worse.

Howard was "rushed" back into play as Robles wasnÂ’t good enough. Robles nearly cost Everton 6 points out of a possible 9. Forget about the JagielkaÂ’s clearance of the ball nearly over the line in the CP game caused by RoblesÂ’ terrible decision to go out and get caught in no manÂ’s land?

If Everton had a marketing plan in the States then okay maybe Howard would have to be put back in the lineup. However, the only ones promoting TH were the USMNT and its sponsors. Interesting that 5 Everton players were on the respective squads and played in an Ireland-England friendly but the club didnÂ’t seemingly do anything to promote the fact.

I wonder what the percentage rise in marketability for the other EPL teams is to see if EvertonÂ’s is truly a sign of any real growth or just the line moving because of the tv deals? Inertia as an investment tool. Brilliant.

However, at face value, it would seem that Everton FC has become a far more important entity than it has been for years. No chance Martinez is responsible for any of it?

Sure I read it on here at some stage.

Who also are trying to sign players like Yaya Toure, not Tom Cleverly!

Complete nonsense.... 15th biggest brand in European football???

That Kitbag deal is what is really killing us.

I did order a youth training top for my 6 year-oldÂ’s birthday from the online Everton store and it did come very quickly across the pond. Was actually quite happy with the online experience direct from the Club.

But what we need is a wide retail presence to capitalize on the brand recognition. ThatÂ’s where the Kitbag shit-fest is a fucking crime. ItÂ’d be funny if it werenÂ’t so fuckin' tragic.

Where on earth did they get that figure from?

"Three consortiums have been in negotiations since the start of the year but one is now in pole position and pressing ahead with plans to complete a takeover by July."

Meanwhile, Bill is still conducting his 24/7 search for someone to Â’donateÂ’ to his true blue cause. I can actually see this news pushing some fans over the edge as far as all the lies go. How will they explain this one away?

Lerner set his price, the bank who will be conducting the search for a buyer and hey presto, 12 months later there was confirmed interest "from all over the world" – Lerner’s words.

Why? Because mom goes to DickÂ’s Sporting Goods and canÂ’t actually buy an Everton jersey.

A whole wave of American youth are coming of age and weÂ’re missing a massive opportunity.

Get the retail situation sorted Mr Elstone! Capitalize on your brand recognition and growth!

We must be the biggest bunch of dopes on earth allowing this charlatan to ruin our club!

I have always tried to back our board but they now remind me of that other bunch of blazer wearing thieves at FIFA. Maybe EFC should be put under observation by the FBI? At least that way we might find out just where all this money is!

And as for Chelski and Citeh worth more as a brand than Barcelona? Do me a favour.

We must have come a long way since David Moyes enhanced his reputation by getting the club to punch above its weight, "knife to a gunfight" etc!!

Banners singing protests and most of all social media, hammer all the board on social media. Target the likes of Earl and Green and above all Kenwright. This will work cause they won't like taking shit all over the world.

If you look at the comparison between 2014 and 2015, all the PL clubs have a massive jump (our Â’valueÂ’ has almost doubled in just 12 months). If thatÂ’s the way itÂ’s calculated, then this is a load of bollocks given the vast increase in revenues is only down to the next Sky contract and has nothing to do with anything that the club has actually done (on or off the field).

Seriously, how can clubs like Everton, West Ham and Southampton have more Â’brand valueÂ’ than Inter Milan? Recent Scudeto Championships and Champions League titles obviously count for nothing but slow sideways passing, not even coming close to winning anything (nevermind actually winning) and a crumbling stadium gives you solid Â’brand valueÂ’?!?

I mean, the likes of Spurs are higher than Juventus and AC Milan, ffs?!? I know italian football has declined a bit over the last few years but that is a bit of a stretch – Juve have just won 4 titles in a row and lost to Barca in the Champions League final!

And 10 million Everton fans worldwide? Really? Where exactly are these fans? Is this based simply on having Howard in goal and so a certain % of US fans must (obviously) be Toffees? Or do the Thais love Chang piss water so much that they all dance to Z-Cars? IF we truly have 10 million fans, why did we sign a deal with Kitbag that only gives us a capped ١M a year and why is our main sponsor a Thai larger that no one's heard of outside of Thailand? With 10 million fans, the biggest companies on the planet would be queuing up to be our sponsor!

Whoever came up with this table should get together will El Bob – the post match interviews would be something else!

’We played incredibly well and the stats show we played the 15th best game of all time – truly amazing... the 0-4 scoreline really doesn’t tell the tale. We were phenomenally unlucky that their passing was as accurate as it was and that they managed to convert 10% of their chances to score those 4 goals. However, you have to take into account the stickiness of the grass, angle of the sun and also the wind in Dublin was a bit strong, so the weatherman said... Our goalkeeper was also amazing. His ability to keep his mind on the game and not let it wander is a marvel in itself – we really are phenomenally privileged to have such an incredible human specimen grace our pitch... blah blah...’

http://brandirectory.com/methodology

A large chunk of the brand power comes from royalty rates, which in turn is skewed towards British clubs due to the very high Sky royalty payments when compared to clubs from other leagues.

Anyway, where are Ajax, Benfica or Porto on this list?

A couple of years back my granddaughter went on a trip with the school to Europe ending up in London before coming back. Knowing about my support for Everton, she tried to get me an Everton shirt in the sport shops with no luck and finally, in one of the outdoor markets, a stall holder said he had one around the back and she bought it. I thanked her for it when she came home, and the logo on it was Hafnia – some marketing people we have!

In Bangkok there’s bits & pieces now, and you do see a big billboard in a few locations around town and on a BTS (Skytrain) where it has Everton & Barcelona all over it... but as for buying actual shirts or kit –I only know one small concession in one mall and last time I looked at it (tail-end of the season) they were selling shirts half price!

In London where I’ve lived for many years, I have no idea where you can buy an Everton shirt – in fact, I’d wager you can’t buy one at all in any London shops. Not one.

I find the OP to be somewhat staggering to be honest.

No business sense, shite marketing and no desire to change, we live in the dinosaur era.

Have you been hacked or just lose your blue-tinted glasses? :)

I get the sense that ElstoneÂ’s hands (or head, could be a matter of capability rather than capacity) is full of issues tackling the immediate i.e. balancing the budget, looking into day to day operations, and the ongoing stadium (new or otherwise).

As such, if he and his team are only struggling to deal with these issues, they wonÂ’t have the time nor the energy to look beyond.

I do recall that we heard that Lerner had looked long and hard at our club but had been rebuffed by BK before settling on Villa. The experience has cost him over 𧷤M apparently although the club is in no better position – on or off the field – than when Deadly Doug Ellis called the shots.

Yes, I support the manager and I support the team (during the season) but I canÂ’t bear this lying, fat fuck of a chairman. Never have, never will.

We missed out on a huge amount of money around Bellefield, we like Arsenal could have built property ourselves instead of selling our land on the cheap. We sold Finch Farm for coppers on the pound and now rent it back instead of having a great form of a investment.

We had some of the biggest stars from the biggest, financially solid countries in the world who could have given us the key to almost exclusive football selling rights and done nothing with them. Look at Australia, huge place, football is a growing sport and we had their biggest most-loved football star for years, what did we do about it? Nothing.

We've had Howard, the USA main man, the World Cup hero who was called on the phone by their President. We had Landon Donnavan, the golden boy of the MLS, twice, and done nothing with them either.

Surly there was a market in the US, even if we just ended up with a warrior deal or under armour like spurs an the shite. Maybe a Dunkin Donuts deal or something similar, but again, itÂ’s a no.

We even had Li Tie years ago and done nothing with that. We havenÂ’t even had the sense to look at the Chang deal an see a opening for the kids kits, we could charge any company any amount of money (no matter how small) to sponsor our kids kit which would make them look better an therefore help us sell more.
These ideas are not rocket science, itÂ’s basics that our board have failed to see. As a business we have no brains, itÂ’s very unfortunate but true.

YouÂ’re right, it depends who the owner is.

Oh and theyÂ’ve engaged Merrill Lynch to find a buyer. Lets see if they end up doing Due Diligence on a guy in a Manchester bedsit.

If you really want to regard this list as Â’factÂ’ as you call it, then youÂ’re entitled to. You do realise the Â’brand valueÂ’ being spouted here for English clubs is simply based on the money Sky give to the PL and has no link to actual footballing ability or success?

A Barça team featuring Messi, Suarez, Neymar et all is worth barely 2/3 the ’brand value’ of Man Utd? Hey, what do I know. I’ll personally take it with a large pinch of salt if you don’t mind – call me a purist if you will.

I would also wager a shit load more football fans outside of the UK have heard of Inter Milan than have heard of Everton – still it makes a nice story and good PR for the board to wave around and show the club is heading in the ’right direction’ etc....

Yes, it also indicates how well the club is run and how the country and the football world in general see us rather than the bafflingly negative way a fairly small section of our own fans do.

Kings Dock has gone, it was never ever achievable so lets move on, Kirkby has gone - an embarrassing failure but a similar alternative which includes a retail aspect is possibly our only way to get a new ground and raise ourselves above our current level.

We did badly last season compared to the hopes we built up in the previous season but last season has also gone now and is history. I look forward with massive positivity to next season (otherwise why be a supporter?), weÂ’ve already made a very good buy in Cleverley to add to what is in many ways a good squad with good youngsters coming through and great development work being done at the club. Martinez is also talking the right talk (in his own phenomenal way) regarding how he f*cked up last year and how he intends to resolve that and sacking him now would be an act of total lunacy. In this respect I admire BK who is loyal and encourages continuity (the only way). IÂ’ll see negativity only when next year shows it to be approriate and that doesnÂ’t relate to a fixed number of games but a general direction weÂ’d like to see; meanwhile IÂ’ll do what all fans should really do and offer my unconditional support.

Shower.

Talk about opening ourselves up for ridicule.