Brand Tone

Confrontational and Provocative, Passionate and Unapologetic, Humorous and Mocking.

Brand Values

• •Unwavering Loyalty
• •Rivalry as Identity
• •Community and Belonging

Best Practices

• •Embrace the Rivalry: Your brand is built on the FCK-Brøndby rivalry. Every piece of copy should, in some way, allude to this central conflict.
• •Use Inclusive "Us vs. Them" Language: Frame your messaging to create a strong sense of an in-group ("we," "us," "the city") versus an out-group ("them," "1964," "Vestegnen").
• •Be Bold and Unapologetic: Avoid neutral or weak language. Your tone should be confident, direct, and unapologetic in its allegiance.
• •Incorporate Fan Language and Inside Jokes: Use slang and references that are familiar to the FCK fanbase to build a stronger connection with your audience.
• •Visuals Must Match the Tone: Ensure that all imagery and videos are consistent with the brand's provocative and passionate tone. This includes using strong, dynamic visuals and user-generated content that reflects the fan culture.

Social Perception

In-Group (FCK Fans): Among its target audience, the brand is likely perceived as authentic, bold, and a true representation of their fan identity. It allows them to express their allegiance in a way that official club merchandise may not. Out-Group (Brøndby Fans and Others): To those outside the FCK fanbase, particularly Brøndby supporters, the brand is undoubtedly seen as offensive, hostile, and promoting negativity. General Public: The general public's perception will likely be mixed, with some viewing it as harmless football banter and others as a contributor to the toxic aspects of fan culture.

Copy Examples

• •Wear your heart on your sleeve and your rivals on your back. The new 'Anti-1964' collection is here. For the city. For the club. For the hate.
• •Some things are black and white. For everything else, there's blue and white. Stand with Copenhagen. Show your true colors. Shop the new collection now.
• •Derby day is every day. Tag a mate who needs this in their life. #HaderBrøndby #FCK #København
• •Colder than a winter in Vestegnen. Our new hoodie is designed for the true supporter. Stay warm, stay loyal, and never forget who you are.
• •It's not just a club. It's a statement. Our latest drop is for those who aren't afraid to make one. Link in bio.