The Bombers' Brand Identity Problem Runs Deeper Than Just Coaching The Essendon Football Club's decision to part ways with coach Brad Scott has sent shockwaves through the AFL community.
However, beneath the surface of this coaching change lies a more profound issue: the club's struggle to define its brand identity.
For years, Essendon has been searching for an elusive blend of style and substance that would propel them back into contention.