Rebranding: From Elitist to Fun?

Team Liquid
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$11.00 (€9.76)
Area of Study: 
North America
Digital Media, eSports, Public Relations, Consumer Perception, Brand Strategy, Advertisiting, Creative Concept, Messaging, Integrated Marketing Communication Strategy
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Team Liquid has a branding issue. Team Liquid started as a guild 15 years ago and developed a reputation based not only on tournament wins and losses, but also based on the characteristics and attitudes of its players in public. As one of the early teams to organize and “go pro,” Steve Arhancet fears that Team Liquid has become entrenched in elitism. And while respected, this perception seems to have impacted the team’s ability to acquire new fans.

How should Team Liquid go about rebranding to appeal to both their current core of male, 18-25 year-olds as well as new fans? 

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