Rebranding: From Elitist to Fun?

Rebranding: From Elitist to Fun?

Team Liquid Real Time Cases
September 01, 2017
SKU: RTC-265

Region of the world: North America
Topic: Brand Experience, Brand Perception, Digital Media, eSports, Fan Psychology, Marketing, Rebranding, Social Media, Sports Marketing, Public Relations
Keywords: Real Time Case
Price: $11.00 | €0.00
Distributed by the Global Jesuit Case Series
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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?