To mark its takeover by accounting giant PriceWaterHouseCoopers, management consulting firm Booz & Co is now getting a brand
Almost inevitably, the rebrand has caused serious divisions within the fanbase. Long standing friendships have creaked and in some cases fractured altogether. Those who have actively embraced the changes appear to view those against the rebranding as dinosaurs and anti progress. Fans strongly opposed to the rebrand have made it clear that they view those who endorse the changes as complicit in the destruction of the club's traditional identity.
Locally born Sian Branson - one of the founders of 'Bluebirds Unite' - addressed a meeting full of diehard Cardiff City fans last week and spoke with passion of her desire to see the return of the football clubs historic blue identity.