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This book offers a highly original view on how Arsenal moved into the elite of world football's financial powerhouses. Football is big business, and it's full of brands that are getting bigger day by day. The real brands, the ones that people of all ages, sexes and backgrounds give their deepest loyalty to, are the clubs. One of the longest established but now fastest-rising of these brands is the Arsenal. Achieving footballing success in recent years, building a world-class team, on the brink of moving to a state-of-the-art stadium - Arsenal seems to be doing most things right. By exploring the development of Arsenal as a brand, this book provides an original insight into one of the world's leading clubs and why so many people are passionate about it. As lifetime supporters and watchers, as well as having expertise in branding, the authors argue that the strength of the Arsenal brand is built on historic foundations that have not been shifted by changed times. The book includes interviews with Arsenal captains - Frank McClintock, Pat Rice, Tony Adams - specially conducted for the book.
By: John Simmons, Matt Simmons
Imprint: Cyan Books
Country of Publication: United Kingdom
Dimensions: Height: 198mm, Width: 198mm, Spine: 130mm
ISBN:
9781904879602
ISBN 10: 1904879608
Pages: 192
Publication Date: April 2006
Audience: General/trade , Professional and scholarly , ELT Advanced , Undergraduate
Format: Paperback
Publisher's Status: Active
Availability: Out of stock
This is temporarily unavailable. You can order this item and we will ship it to you upon arrival.
John Simmons is a brands and communications consultant, who was previously a director at Interbrand, the world's largest brands consultancy. Matt Simmons is Management Development Manager for Pret a Manger. Both father and son are mad about Arsenal.
There's a knowledge of Arsenal that you get from a lifetime of supporting the team. Add to this a knowledge of brands and [Winning Together] makes fascinating reading. Frank McLintock, former Arsenal captain As Arsenal move into a new era and fans become customers, clients even, understanding the brand is essential. [John Simmons'] book is a big step towards helping you do that. Ben Evans, Director, London Design Festival The first book to explain in a succinct and very readable way the relationship between the brand, the football club and the fans. [Winning Together is] essential reading for marketing experts and football fans whatever their allegiances. Alex Fynn, former deputy chairman, Saatchi & Saatchi, author of The Glorious Game
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