'Defective' Rabbitoh logo has to go according to branding expert Paul Everest

DO fluffy bunnies fill you with fear and awe? No? That's the reason for South Sydney's poor run in recent decades, a branding expert claims.

South Sydney Rabbitoh fans

SOUTH Sydney fans are hopping mad over a suggestion from a branding expert that the NRL club's Rabbitoh logo needs to be changed.

Paul Everest, founder and creative director of street wear brand Unit, said the fluffy white bunny as a logo was too much of a contrast to the image rugby league teams wanted to project.

"No amount of money can help a brand with a defective logo," he said.

"A gang of hard-hitting and virile rugby (league) players can't conjure a war spirit and gain new supporters when their icon is a cute, fluffy, white bunny rabbit."

But South Sydney has won 20 premierships since 1908 with the Rabbitohs logo and is approaching 25,000 members for the 2013 season.

South Sydney also made the finals for only the second time since 1989 this year and fell one game short of the grand final.

The suggestion to rebrand the famous club was rejected by fans debating the issue on the Inner West Courier website.

"Anyone who knows marketing knows the value of an enduring brand with authenticity and genuine credentials wins out over a brand contrived in some marketing department every time," Rupert Price said.

Steve said: "The South Sydney Rabbitohs are the biggest brand in the NRL. And you want them to not be the bunnies?"

Benn McNally added: "Rabbits are definitely not the most ferocious of animals - but neither are Eels, Sea Eagles or Roosters."

Mr Everest said the Rabbitohs needed to do some rebranding.