When that connection is so strong, people even refer to you as 'the red men'.
When that colour is a clear point of difference against your closest rivals in blue.
When your 'customers' are unbelievably respectful to your history.
When that colour is what you are.
Why?
Because brand values matters.
Think Inter Milan? Blue. AC Milan? Red
Celtic? Green. Rangers? Blue.
O2? Blue. Vodaphone? Red. Orange? Err, orange.
It might only be a third kit, but it's the same as Vodaphone changing their branding to blue on their less popular stores.
It doesn't happen.
Because brand values matter.
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