An article in the International Herald Tribune entitled The myth of the global brand was food for thought.

It didn’t have anything to do with sports per se but there were some interesting thoughts for those of us who love sport.

Essentially, the article is about a book called “The Global Brand” by Nigel Hollis, chief global analyst at the market research firm Millward Brown.

In the book, Hollis argues that with technology shrinking the world, people aren’t drinking the same drinks, wearing the same clothes and watching the same movies, as conventional wisdom dictates.

In fact, as the world gets smaller, people want to assert their differences.

In Singapore, open as we are to the world, we have embraced the world and what it has to offer. In sports, a lot of folks happily call themselves Manchester United or Liverpool fans and think nothing of it.

However, given how large the global fan base, it certainly isn’t unique.

But if you say you’re an ACS rugby fan, or a Catholic High basketball fan, that is actually quite unique.

And when Catholic High plays Anglican High in a basketball final or ACS takes on St Andrew’s in a rugby final, there is no excitement quite like it.

Why?

Because you might be an alumni, or your son attends the school. That makes it rare and unique, and there’s some emotional value to that which being a fan of a global franchise can’t match up to.

While a global sports team sees you as no more than a cash register, your attachment to your old school is tied up with your childhood experiences there, and it is an emotional bond that lasts a lifetime.