A loyalty that is branded on to the follower forever

Erick Davidson asks, ‘Can anyone think of an example of a commercial organisation that generates and nurtures more passionate, lifelong “brand loyalty” than a football club?’ (Letters, DW 19 September).

His own surname is tattooed on to more people’s bodies than any other. The only other candidate for the title? ‘Harley’, which usually appears just before it.

Patrick Sheridan

Managing director

Sheridan Design

Newcastle upon Tyne NE13 6DS

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