The Haka has always been something I have watched with fear and admiration, but today in the final of the Rugby World cup, I saw it for the first time as a brand marker for New Zealand. It shows their power, their determination and their ability to stand, miles from anywhere else in the world as a distinct nation, that is proud of its roots.
If you were going to write a few rules about a brand, they would be simple.
Do things well
Mean them, ie live your values
Build on your roots
Be differentiated.
They seem to have done all of these rather well here. And to be honest, it’s the first time I have ever seen anyone respond to it like the French. What a brilliant advertisement for the country and the sport of rugby.
Johnny Lyle's new brand thinking 