Interesting letter from Football365's Mailbox: Giving Up On Brand Arsenal Great letter re: giving up on Arsenal; I've been wondering why, but as a fellow Arsenal fan it strikes such a chord in me. I to am sad to report that after 25 years as a season ticket holder and nearly 40 as an active supporter I will not be renewing my season ticket. My club disappeared and remade a brand. My club would respond to my letters as to how as a season ticket holder, I could secure seats next to me for my friends, casually, who were not season ticket holders, about why on a rain-soaked day, my umbrella was confiscated, on the cost of away travel. The brand changed my club's badge, changed my club's stadium, keep changing my club's kit and colours and keep selling things to me at more and more ridiculous prices. It became an experiment for a project manager and stopped caring about me, my club and you know what? The Brand. No one cares about a brand. Notice in this weeks cup finals how players no longer care about their club shirt, their brand dictates that they now adopt their flags (of convenience) so they become the next individual brand in their country, a la Beckham. My club had local heroes, Charlie George, international sophisticates like Liam Brady and cult heroes like Willie Young. Whilst we all loved Robbie Pires, Thierry Henry and Paddy, they had a link to the club via Tony Adams, Lee Dixon et al, there is no link now that Andrei Arshavin or Abou Diaby understand, they rock up do a job, get paid all that money, our money, go home and await the next contract. Its why no one wants to stay for the lap of honour now, if you get paid all that money for doing a job and you don't do it, we are not going to clap for you. I realised my club had gone. It's now about supporting a brand. I don't want to do that. The Brand writes to me telling me I need to pay it more money, but not telling me where it goes or why it needs so much more, just that we need to pay our failing employees more money to stay competitive, why? they failed! What strategy is in place to ensure they do not fail again? What is going to change? So they care what I think? NO! All clubs are now at a tipping point, where, like my beloved gunners they are a brand. A brand that cares nothing about you and one day that brand will die when it has alienated all its supporters and belatedly recognises that we were all attached to the club and no one loves The Brand. I shed a tear for my history, my destiny, my team, my club & for football.