Reinventing Brand Strategy and Values in Football Club for Entertainment and Authenticity

The football club aims to become an entertainment brand all year round, focusing on authenticity, audacity, tenacity, and passion as core values. By staying true to these values, they believe they are creating a strong platform for growth. They emphasize the importance of remaining authentic to the sport to avoid alienating fans. Their brand strategy involves aligning with Manchester's values to resonate globally. The club's tone of voice is crucial in digital transformation, requiring a fun, light-hearted, and authentic approach. Consistency in both tone of voice and visual experience helps them reach new fans while honoring their heritage and history.