Living abroad for 17 years, nothing connects me to my roots quite like watching the Springboks play rugby. For me, it’s more than just a game – it’s a deep connection to home.
I started watching the Springboks play rugby in 1992, that first game against the All Blacks, after returning to the international stage.
I still remember the vivid moments of 1995, when a nation on the brink of civil war rallied behind the Springboks, guiding the way for the new Rainbow Nation.
Over the past 30 years, the Springboks have had their ups and downs, but one thing has remained constant: their unwavering commitment to their brand of rugby.
The Springboks’ brand is built on aggressive physicality and an unyielding sense of pride. When you think of the Springboks, you picture massive men taking the most direct route, a tough defence and a scrum that dictates the tempo of the game. It’s not always the prettiest rugby, but it’s been brutally effective at times.
Call them what you want, but you know what to expect from the Springboks. They’ve been consistent, and this brand of rugby has been the bedrock of their success.
Under Rassie Erasmus, they’ve taken that foundation and evolved into one of the most exciting teams to watch. But when innovation doesn’t go to plan, they always have their brand to fall back on – direct, physical, and relentless – grinding down their opponents.
What’s even more remarkable is that the Springboks’ brand is bigger than any one player. The team’s success isn’t just about individual brilliance; it’s about a system where players fit in, adopt the values, and work towards a common purpose. A purpose that is beyond winning matches. This unity and shared identity is a symbol of hope and unity for a diverse and often divided nation.
Love them or hate them. They make you feel something. That’s what makes a great brand. A brand that’s stayed true to itself while continuing to innovate. It’s the kind of consistency and adaptability every brand should aspire to.
Now, living in New Zealand for the past 8 years, I’m in the land of another great rugby team – the All Blacks. I love watching these two great teams clash, and I’m already looking forward to waking up at 3 a.m. on Sunday to catch the next instalment – whatever the result may be, it’s going to be epic.
Go Bokke! 🇿🇦
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