Good quote Matto, but it's not that we're not ready to go with them, we simply don't want to.

Sometimes rebanding is pretty simple - if the customer base has no emotional connection to the brand.

Woolworths rebranded not that long ago. Who cared? No one. Probably not even people who have shopped there all their lives. Because it's a supermarket. And it overcharges.

Same with banks, they've all gone through this the last few years. Who gives a stuff? No one, because the only emotional connection most people have with banks is negative, so it doesn't matter what liveries and logos they splash on.

And the only people who care about winning and losing in those businesses are those on the board.

This is my email to the new fresh bold improved FDFC:

Good Afternoon,

I am an interstate member and am very unhappy with the manner in which “our” club went about unveiling the new “Dockers” jumper & logo.

“Our” Club / My Club has and hopefully will always be Fremantle FC, a club rich in Fremantle & port history which sadly the new jumper & logo bares no resemblance to. I’m a proud girl from Fremantle and have worn my Fremantle Jersey, 3x set of Fremantle FC PJ sets, 5x Fremantle jackets, 1x Fremantle FC bomber jacket, 8x plus Fremantle FC scarves, 1x Fremantle FC earrings, 2x Fremantle FC car seat covers, 2x Fremantle FC glasses and much more with pride in NSW. I’ve happily championed Fremantle FC as the people’s club in Sydney and talked them up to everyone & anyone in Sydney. Everyone I know, knows I go for Fremantle FC.

However the underhanded tactics in which “Our” club has gone about changing the jumper & logo without asking it’s members or supporters, is sneaky and underhanded and has left me with a sour taste.

I will still support my team however I will not be supporting “Our” club anymore and will no longer be spending my cash on any of new the merchandise. I support a team, not a brand.

Hopefully I will receive a personalised response and not the standard email response doing the rounds.

I am really disappointed.

I only just received a reply after I sent another email requesting a response. This is the "reply"

Dear Melissa,

Thank you for your feedback.

We respect the right of our members and supporters to express the feelings on such matters.

Your comments have been noted.

Regards

Luke Morfesse

Seriously, that is ALL? Like I mentioned in my email, I'm supporting my team but I'm not supporting the club by spending a lot of money on merchandise which is what I used to do. What a crock.

You guys make my day

Dear valued viewer, thank you for taking an interest in the Itchy and Scratchy program. Enclosed is a personally autographed photo of America's favorite cat and mouse team to add to your collection. In regards to your specific comments about the show, our research shows that one person cannot make a difference, no matter how big a screwball she is, so let me close by saying...

Regards

Luke Morfesse

I'd be encouraged by this, sydfreoprincess.

They are clearly too busy working on a damage reduction scheme to spend time writing personal replies. Their overriding priority now is how to reinstate the old jumper without losing face.

"We respect the right of our members and supporters to express the feelings on such matters" is a very different proposition from "We respect our members' and supporters' feelings on such matters". And that's the problem here.

I'm waiting for the debut of the "unfortunately" add-on in correspondence from the club; as in "We respect the right of our members and supporters to express the feelings on such matters, but unfortunately etc etc".

I love "unfortunately". It's my automatic cue to terminate my conversation with the person at the call centre with a torrent of scatological abuse and a deeply satisfying phone throw. It costs me a small fortune in handsets, but saves me a large one in time.

I think the marketing department are trying to do an Edsel on everyone.

The club has a facebook group, I suggest 2000 people complaining on there may at least raise the attention of the club.

They just edit it out.

really? theres a few comments on there atm

They'll go sooner or later. A few of us dissenters loaded the thing up two weeks ago and that's all gone. I checked.

It's full of people telling other people to stop whinging and back the club.