Lee Selsick, MD of brand agency Code

In terms of analysing where they are, the Lions are faced with a scenario which just about all the rugby teams save the Sharks are facing at the moment, and that's a schizophrenic brand. The first half of the season's dominated by Super Twelve. The organisation is asking people to come and support the Cats. Halfway through the season that all changes. It's a bit like opening a Coke, drinking half of it and discovering you've actually got a Pepsi. The product is much the same but really, from a brand loyalty point of view, it can lead to considerable confusion.