Their will be standing room only at the AGM if this is true.

I hope this isn't for real. We have suffered and bled for this anchor, this song, and these colours for all these years. We have defended them and stuck by them and they want to take that away as if it were for nothing?! Not on my watch Rosich!

I could be wrong because I don't really follow the soccer or rugby but I have never heard anyone complain about the Glory uniform, The Melbourne Storm or the LA Lakers. The only difference is that these teams have had success on the field/court and got peoples respect through that. Until we win a flag or two, are consistently competitive and/or play a good brand of footy, the knockers will never shut up.

with regards to the song, which is the only thing I would adjust , what the hell is a roller and a rocker and I think that it is self explanatory that if you are a roller and a rocker that you will roll and rock things. So you don't need to mention that you will do it a couple of lines later in the same verse.

A Roller and Rocker? They're the wilder cousin of Rocker and Rollers?!

I can only think of Mad Max. You guys need to find the Ayatollah of Rock-and-Roll-ah.

Jooter you reckon they did us a favour showing the jumper without the Anchor, well imagine this.

The clash jumper without an anchor, how exciting a white jumper. We may as well top it off with white numbers on the back too.

Leave things as they are I reckon.

http://en.wikipedia.org/wiki/The_Volga_Boatmen's_Song

Somewhat ironically, the song depicts the 'suffering of people in the depths of misery'. We need to keep it until we at least win the flag.

Question... do you guys actually read the articles or do you just note who the author is and form an opinion based on that?

The article says that a review is being carried out.

Like all good businesses, I suggest that a review is carried out every year. The board need to know how we're tracking in the market place and then make any necessary adjustements.

Now if that means changing the club jumper or the song to make the club more profitable... so be it!!!

But as the arcticle says... they are reviewing all aspects of the club

Do you reckon any of the other clubs are undergoing a review about their identity? The notion that it could be considered shows that there are people involved in the running of the club who are on the wrong page.

Exactly. This is "do something so you are seen to be doing something". Except- DON'T DO THIS!!!

That's what we thought about the Jeff Farmer talk.

Yes Shane... I'm suggesting every club would carry a review of its core values every couple years. Its good business sense.

Clubs are not clubs anymore... they're a business who need to show a profit. If we dont we'll end up like Fitzroy or a broke basket cases like North Melbounre or Western Bulldogs.

Whislt its nice to have and it shows who you are... tradition and hsstory does not pay the bills

Move with the times and stop being a typical West Australian... resistant to change

I'm not sure if you go to Fremantle games, what with many of them clashing with the Tokyo stock market opening, but there is no shortage of merchandise being sold. Membership seems to be unaffected by performance, the LG sponsorship won some sort of award last year and the club has had no problem running at a profit every season.

The most valuable asset a football club has it's it's identity. Devalue it and you'd better be winning games because supporters are loyal, customers are not.

The last time a club took into account its brand values and market placement, it sold one of its players names to a cat food company for the day.

And don't tell me that got them where they are today - even if some of their players are pussies.

Order, order! Welcome to the Collingwood Football Club's annual review.

The first item on the agenda is the jumper. Black and white stripes are a bit old hat, so we've got a few alternatives here. I think you'll agree that the pink and black jumper with wavy vertical stripes is very eye catching.

Now moving right along, I think its fair to say that magpies are not a very imposing bird. To be sure they swoop a bit in late spring, but they aren't vicious like Hawks or Eagles. We need to think about this one a bit.

On to the song "Good old Collingwood forever....". Well, our focus groups aren't keen on "old", quite a few negative connotations there. For myself, I'm not keen on "forever", I mean, what with annual reviews and stuff, "forever" might not pass muster with the lawyers, you know, misleading advertising and all that rubbish. But we are thinking of having maybe "Great new Collingwood for the next 5 years at least...". How does that sound?

Now I know this is a touchy issue for some of you, but we are aiming to be a global brand, and a global brand should probably aim higher than some none too flash suburb of Melbourne. So we are looking for a new name for the corporation. I mean club.....

Merchandise maybe being sold... but explain to me why the likes of Manchester United, Liverpool, Chelsea and most Eupopean clubs change their strips every couple of years??

Its called marketing

By the way, if you think Collingwood haven't changed the way they market themselves over the years... you may need to change your name Ossie (ostrich that is)

and Shane... I've been following the "purple cause" since 1995, a member since 1998 and I go to every home game (along with a few in Melbourne thrown in for good measure)... so dont question my loyality just because I dont think with the same narrow mindedness as rest of you.

I can just hear you now.

"You're afraid of change, you're ignorant, it's what the kids want, the soccer clubs do it, the americans love doing it, we'll make more money and get people back to the game...and that's why I'm 100% behind calling it Westar Rules."

Loyalty longevity doesn't cut it as argument, you'll have to throw in that you're best mates with Jim Mendolia.

I'd like to see an argument that corollates selling more gear with building a top tier team. That only work for Euro soccer because they don't have such a thing as a salary cap and pay $60m for players.

They need to sell tops and socks every year, otherwise Ronaldhinio won't be able to afford solid gold tiolet seat lifters.

If you're not affected by harsh language I would suggest you search for "Bill Hicks" and "marketing and advertising," for sentiments that resonate pretty well with what people are expressing here.

In all seriousness, apart from a company that can make money by monitoring these things, who the hell gives a stuff how the colour purple is "tracking in the marketplace?"