Mercator

When Two Brands Collide

Nike and Apple have been collaborating for some time now on the Nike+iPod and, at a marketing level, it works because it’s a union of equals. They are both giant brands and they make each other look good.

One of the many problems that the now-departed David Moyes faced was that being manager of Manchester United made him look good but he didn’t add much brand value to Manchester United: a big-brand football club managed by a mid-table manager; a prize-winning club managed by a trophy-less manager. A manager in awe of the Manchester United brand, not an equal partner.

It seems to have been the case that all the big brands in the dressing room weren’t crazy about their new brand partner either - perhaps they felt devalued by the association. Perhaps they felt the same about the arrival of Marouane Fellaini.

So, even for reasons that have nothing to do with football or internal politics, David Moyes and Manchester United were always going to struggle together.