Collingwood coach Nathan Buckley has transformed his image and ‘Brand Buckley’ is booming

Nathan Buckley has gone from personalised number plates and interesting nicknames to learning how to laugh at himself. From fighting for his job to almost leading the Magpies to a flag, ‘Brand Buckley’ is absolutely booming.

Nathan Buckley is ubiquitous.

Exactly a week and two years on from the 2017 Anzac Day loss that had seemingly ended his coaching career, the Collingwood coach is everywhere.

There is Pontificating Bucks, all gravelly-voiced and earnest as he tackles the serious issues on SEN Radio in a lucrative slot every week.

There is Vulnerable Bucks, this week admitting in a social media video for Wolf Blass wines he once ran laps as a Brisbane player with tears running down his cheeks.

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There is Salesman Bucks, shilling for that same wine company all summer in such an entertaining way that Nova FM dropped ad breaks just to get some more of his golden touch.

And there is Comedian Bucks, flashing that megawatt smile and hitting zingers out of the park on your nearest podcast, TV show or post-match press conference.

Brand Buckley is absolutely booming.

The stunning aspect of it all? We just can’t get enough.

Coach of the biggest team in Australia, presence across a diverse range of media, labelled by experts as a media influencer, hired as a spruiker of fine wines and premium brands.

And sometimes all in the same day, according to close mate and Seven footy host Hamish McLachlan.

“You think about versatility. In the cauldron of Anzac Day, with that atmosphere on the ground and all the ferociousness and the siren goes. There is that booing and pollution around the place and he has the calm of mind to call out the booing. Then hours later he is on The Front Bar and he becomes Jerry Seinfeld’s twin brother,’’ McLachlan says.

“The thing I love is that people in the last 18 months are getting to know the real Nathan Buckley.

Nathan Buckley didn’t miss a beat after Scott Pendlebury was booed. Picture: Getty Images

“He has been at Collingwood for 23 years and only now is he showing us who he really is. For me West Coast and Collingwood played in a Grand Final and I am not a supporter of either. I didn’t want Collingwood to win, I wanted Bucks to win. A lot of people were cheering for Collingwood as a result of who he is and who he has become.

“He has so many layers. The sensitive side, the strong-willed side, the hugely competitive side, the compassionate and empathetic side, the humorous side, and the last 18 months we have seen them all.”

Buckley has learnt not to sweat the small stuff, listening to confidantes like former iron man Trevor Hendy who have allowed him to showcase his vulnerable side.

The boffins would call it being “authentic”, but perhaps it is as simple as saying that the person he has matured into is simply a complex but rippingly good bloke.

As Sam Pang said during Front Bar appearance, he is actually quite annoying because he is making it hard to hate Collingwood.

“The thing about him is what you see is what you get,” says The Front Bar host Andy Maher, which unsurprisingly mauled the competition ratings-wise when Buckley showed up last week.

“He brought a couple of mates in with him, stayed around for an hour after the show and had one quiet beer with us after the show. He’s the same bloke on air as off. You find him a genuine, generous bloke,” Maher said.

Nathan Buckley consoles Adam Treloar after the 2018 Grand Final. Picture: Phil Hillyard

“He spoke on the show about never taking time to stop and enjoy his playing days. The penny has dropped and he’s enjoying it. Enjoying the trappings, enjoying the cut and thrust, even enjoying having the piss taken out of him.

“He doesn’t get wound up with FIGJAM stuff, he has the capacity to self-deprecate and he is as comfortable laughing at himself as he has been. It shows the evolution of a human being.”

As Maher says, Bucks strived for greatness and achieved it over 20 years as a footballer but never stopped polarising the fans.

Now his struggle softens him, as we empathise with his chase for the elusive premiership.

Some of the re-working of Brand Buckley would have been strategic — manager and TLA boss Craig Kelly declined to discuss it — but he is also genuinely popular.

Many of those recent media appearances have been through his wine ambassador role, with the company choosing him after 2016 premiership coach Luke Beveridge, then 2017 flag star Alex Rance last year.

Yet with the pick of the footy landscape this year — and you assume they pay top dollar — they chose Bucks despite him losing the flag.

RMIT sports marketing associate professor Con Stavros says Buckley has the perfect narrative as a coach who has transformed his outlook at the Manchester United of Australia.

“I think the narrative helps — under stress to hold his position and he’s been through the ups and downs. Buckley speaks to the hard work of the job.

“I think there is a thirst for honesty and vulnerability. Sometimes through social media people’s lives are almost too curated or stage managed.

“The self-depreciating humour also works well in the Australian market. You can’t be too precious about yourself. When people like Bucks speak, people take notice. It breaks through the noise.

Nathan Buckley and his son Jett take a selfie during the Grand Final parade. Picture: Michael Klein

“You talk about the elder statesmen of the competition. Leigh Matthews sits up there and the next level of the coaches are guys like Buckley and Alastair Clarkson. They carry some gravitas.”

Heath Scotland once told Buckley in a 360 degree feedback session he never listened, only stopping talking to think about what he might say next.

Now, Buckley has maturity, wisdom and popularity, ironically derived from self-help books like a recent Japanese favourite The Courage to be Disliked.

“What he has done really well is understand you don’t need answers and you can work them out together,” McLachlan says.

“Life is complicated. Not being infallible is fine too.”