Can This Brand Be Saved?
A rowing club pulls itself together.
The Disconnect
They had the boats. They had the dedication. What they didn’t have was a brand.
A small, committed group of rowers in a New England river town had been keeping the Irish sport of curragh rowing alive, but just barely—hand-built wooden boats, serious physical effort, and the unmatched camaraderie of all pulling in the same direction.
They needed visibility. They needed new team members. They needed community recognition and support.
But no one had a clue what it was.
The name confused people. The sport was unfamiliar. There was no board, no outreach, no visibility, and no clear way to explain what made this kind of rowing different—or worth joining. The name curragh didn’t work on its own.
No one could pronounce it either.
The challenge wasn’t just to explain the boat. It was to build a brand around what it offers: strength, discipline, pride, and a team that only moves forward when everyone is pulling in the same direction.
The Fix
New name: Curragh Rowing Club
Keep curragh—but say what it is.
New tagline: Row with Purpose. Train with Heart.
A value proposition that’s clear, memorable, and rooted in what the experience delivers.
New brand story: Curragh rowing is an ancient Irish sport built on teamwork, strength, and resilience.
New key messages:
Curragh rowing builds strength, trust, and real community—on and off the water.
This isn’t just fitness. It’s focus, discipline, and belonging.
We row together. One for all and all for one.
Build a marketing plan
Monthly open row events
Local press coverage and community calendars
Short “Why I Row” profiles on social media
Partnerships with Irish heritage orgs and college rec programs
One sheet for sponsorships and donations
Form a"Core Crew" advisory board: 3–5 people. One on logistics, one on outreach, one on fundraising.
Can This Brand Be Saved?
Absolutely.
But not by talking at people. Invite them in.
Make it about the grit and the glory of rowing—and the chance to belong to something bigger than yourself.
About The Brand Therapist
I’m a brand whisperer with an Emmy in my back pocket and an eagle eye for getting to the essence of what makes a great brand. I’m the strategist you call when you’re done playing it safe and you're ready for the world to see you for who you actually are. With a ton of brand experience, I'll get you straight to the good stuff: your story, your visibility, your clarity.
I write about branding, yes—but more than that, I write about the messy, fascinating ways we navigate being seen. This is where I dig into how visibility works (and doesn’t), how perception shapes power, and why tone, timing, and telling the truth matter. You'll find branding insights, strategic rants, and the occasional personal story—all with one goal: to help you show up louder, clearer, and unapologetically yourself.
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