Arsenal: Whose Brand Is It Anyway?

Arsenal: Whose Brand Is It Anyway?

Room G01 – Clore Management Centre,
Birkbeck College,
Torrington Square,
London WC1 7HX

Wednesday 3rd May 2006 at 6pm

Given by:

John Simmons

John Simmons is the author, with his son Matt, of Winning together: the story of the Arsenal brand . Prompted by increasing TV coverage, football clubs discovered branding in recent years, but they don’t always get the full picture. Too often they see branding as the best route to commercial exploitation rather than as a way to develop relationships with their customers. Of course, the customers are fans which means they are not normal customers at all, and the relationship is nothing like that between customers and conventional businesses. But football clubs are not conventional businesses either and most are run in completely unconventional ways. The result of this is that fans run the emotional gamut from euphoria to apoplectic rage while maintaining extraordinary loyalty – which encourages football brands to draw a lot of wrong conclusions. The seminar will explore those rights and wrongs.

John Simmons is an author, brand consultant and Arsenal fan. He has worked at a senior level with some of the biggest brands around – Guinness, Unilever, Starbucks – and was until recently a director of Interbrand. His particular obsession – apart from football – is with the use of language in branding and he has written several books on this subject. He is series editor of Great brand stories published by Cyan, and Winning together is in that series.


  • John Simmons & Matt Simmons. Winning together: the story of the Arsenal brand. (March 2006). Cyan.
  • John Simmons . We, me, them & it (2006). Cyan.
  • John Simmons . The invisible grail (2006). Cyan.
  • John Simmons. My sister’s a barista: how they made Starbucks a home from home. (2004). Cyan
  • John Simmons . Dark angels: how writing releases creativity at work. (2004). Cyan

For further details on this seminar series contact:

Sean Hamil
Department of Management
Birkbeck College
Malet Street
London WC1E 7HX

Tel: 020-7631 6763

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