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The Challenge
We were commissioned in 2009 to define the NRL brand and
develop a set of key messages that would encapsulate the code of
Rugby League in the future.
The Approach
- A thorough and revealing internal and external Brand Audit that
involved nearly 1500 research respondents.
- In-depth interviews with a selection of board members and
senior management representing the NRL, ARL, QRL, ARL Development,
CRL and Clubs, as well as a number of sponsors, suppliers, media
and opinion formers.
- A program of focus groups among members and supporters which
was followed by an extensive online quantitative survey.
- A review current visual branding, marketing and advertising
communications.
Outcome/Benefits
- A substantial research document, providing in depth feedback
from the stakeholder groups on wide-ranging issues.
- Recommendations for the future positioning of, and a fresh
‘language’ for Rugby League.
- The key messages to be associated with Rugby League, including
values, brand personality and major attributes.
- A series of presentations on the findings and recommendations
of the Brand Audit were conducted to inform the NRL Executive, Club
Management and sponsors.
- Our recommended brand values were integrated with the NRL
strategic planning process with the result of confirming core
values for the code.
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