Re: Stanley!
Although the name is well known, the problem is that it's known for largely negative associations. Resigning from the league mid-season and as a foil for many jokes (i.e. comparisons with general mediocrity and poorness ), doesn't really project the right kind of brand image.
The challenge now is the create a brand identity that is very positive; one that people want to believe in and buy into. That's a massive task.
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T.M.
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