Bombers branding least of the club’s problems

If the Bombers believe changing the logo is more important than fixing the rotting at the club’s core, what hope have they got for a flag anytime soon.

Changing the Bombers logo won’t help the club win a flag anytime soon. Picture: Getty Images

The Dons looking at changing its logo to suit the Zeitgeist ignores the club’s history and those brave men and women associated with the club who fought for our country in WWII.

But the club’s brand matters little in the scheme of things when one understands the rotting at the club’s centre.

Essendon was a club to be feared until 2007 when it decided to sack Kevin Sheedy, our best coach ever, to chase Michael Voss – and ended up with Matthew Knights.

Then, during the infamous drugs saga where no player ever tested positive and evidence was fabricated, what did the club’s board do?

Allan Hird Jr, James Hird and Allan Hird Sr at Windy Hill in 1993.

Allan Hird Jr says changing the logo flies in the face of the club’s history.

Well nothing really, except ensure no board member was charged.

The board simply watched on while ASADA concocted a case that led to 34 Essendon players being wrongly convicted.

Fast forward to 2022 and have a look at the selection process for the coach: First the chairman chased a bloke who was never going to come.

Then he implemented an exhaustive ‘independent’ selection process that was truncated once an AFL official put up his hand for the job and was appointed.

The CEO appointment was another farce. First a big announcement of an appointment, then when it became known the CEO was associated with a church that offended the Zeitgeist the chairman asked the bloke he had just appointed to resign.

If the club believes a rebrand will help the Dons what hope have we got for a flag anytime soon?

Forget about the brand. Get the club united behind the coach and the players and Essendon in the 2020s may get a taste of the success Sheedy brought us.

Allan Hird Jr is a former Essendon player and the father of Bombers great James Hird.