The England Rugby Team: A Humbling Lesson in Brand Evolution

I appreciate this is perhaps going to prick the ears of those who consider themselves part of the ‘Twickenham faithful’ more than others. But one of my passions is following the ups and downs of the England Rugby Union team, and as a consequence understanding how different head coaches have managed the team culture and the nation’s brand of rugby over time.

Over the years it’s been a rollercoaster going all the way back to the days of Carling, Guscott and Moore, and each head coach brought a different philosophy, set of values and direction. A strategic game plan, a long-term vision for how England can build a brand identity, culture and style of play to beat the best in the world and inspire fans to follow them. 

At times we’ve been the absolute best in the world at it. But on Saturday the French’s brand of rugby blew up the new head coach Steve Borthwick’s road to the world cup. The England rugby team lacked brightness, power, intensity and the bulldog spirit of past days seems to have evaporated in the now ruins of ‘Fortress Twickenham.’ 

For me it highlighted an enduring lesson in brand management in how to react to a crisis, evolve and manage change. So, what’s happened and the relevance for brand leaders (rugby nuts or not)?

Against France, England looked confused, a team without a clear identity. They lacked some of those historic strengths of English rugby; powerful running, strong defence, high pressure kicking game and brutish physicality. 

In stark contrast, the French brought this in spades and then added their typical attacking guile. They shredded the English to bits and physically dominated them with more aggression and abrasive rucking. To those who know; we lost the breakdown.

To set the cultural context further, for some time there has been a prevailing narrative sweeping through the national rugby media that England kick too much. That they play a defensive style of rugby that’s too conservative. A style that over relies on forcing teams into making mistakes when in possession of the ball. And this is boring…

It’s boring because this confrontational style doesn’t appeal to wider fans and beyond. It’s a reductive (arguably highly pragmatic) brutish style that puts aside free flowing ‘champagne rugby’ in favour of an ugly bull dog. What the New Zealand press once referred to as ‘white orcs on steroids’; after the 2003 world cup winners defiantly battered the All Blacks with 13 men. Even in the last few years, when England were winning with it, many fans called for ‘more rugby,’ ‘more champagne.’ Winning wasn’t enough. And when Eddie Jones contingent faltered, he was fired in this world cup year. 

Steve Borthwick stepped in with a new (in-experienced) coaching team to turn it around, promising the fans he would pick a team they would be excited to watch, players that would be freer to express themselves. 

With some injuries to the old guard, he turned to players who can get the champagne fizzing, who play with pace, whose skills set crowds alight at club level. Smith, Marchant, Dombrandt, Slade, Malins in you go. But as the team took to the field to play the second best team in the world, poised to play with swashbuckling verve and pace, fans waiting with baited breath to see the champagne flow, it became clear those powerful foundations that all great England rugby teams have was gone. 

The essence of the England rugby brand wasn’t there, the DNA of that powerful defence, brutal organisation, high pressure kicking and unwavering physicality seemingly gone. It feels the ambition to become a freer, more attacking outfit had left players in two minds, and now unable to compete against the fiercest opposition. 

And so, the key learning in brand management? 

Every brand has a unique culture, a strength they built original success upon. Be mindful of that and evolve carefully when you react to change. Your brand’s essence can be your ultimate strength. 

When you get into trouble go back to it and build on it. 

Don’t ignore it, evolve from a position of strength. 

Or your competition will expose you for it.