Great to see the club not being pushed around the sandpit and protecting 150 years of being the Melbourne Football Club.

Heart is set to launch its much anticipated club name, logo and colours in the coming week following the conclusion of the Australian Open tennis in Melbourne.

The announcement is understood to have been delayed by the threat of legal action from AFL club Melbourne Footbal Club if Heart's new name included the words Melbourne, Football or Club.

http://au.fourfourtwo.com/news/121243,heart-signing-to-be-revealed.aspx

STAND YOUR GROUND.

It would've significantly infringed on our brand and I'm glad they've taken this stance.

Nice work Dees.

Neale Daniher used to talk about us getting ruthless: maybe now it's going to happen.

Go hard Dees.

I was about to launch a tirade at someone after reading that headline.

I was about to launch a tirade at someone after reading that headline.

Yeah, 45 I was all dressed up with no place to go, too.

Certainly sucked me in to reading the thread.

I was about to launch a tirade at someone after reading that headline.

Are you happy with the term 'Melbourne Hearts Football Club'? We already have 'Melbourne Victory Football club'. Is this getting too close to 'Melbourne Football Club?

I'm not sure if we can prevent another code using the words 'Melbourne' and 'Football', but i don't like the idea. "Melbourne Football Club' has a big marketing advantage and I'd hate to lose it or see it compromised.

Edited January 27, 201015 yr by DirtyDees DDC

There is...and only ever shall be 1 Melbourne Football Club. the MFC and they said we had no brand

Its a bot hard to negate the use of "Melbourne" or "Football" or " Club " but we can and have stopped ( as we should ) anyone getting too close to our identity !! well done Dees.. stuff them all... we're the only MFC (Melbourne Football Club) in town and damn proud of it

Are you happy with the term 'Melbourne Hearts Football Club'? We already have 'Melbourne Victory Football club'. Is this getting too close to 'Melbourne Football Club?

I'm not sure if we can prevent another code using the words 'Melbourne' and 'Football', but i don't like the idea. "Melbourne Football Club' has a big marketing advantage and I'd hate to lose it or see it compromised.

I don't particularly see how "Melbourne Hearts Football Club" is any closer to "Melbourne Football Club" than "Melbourne Victory Foobtall Club" is but anyway.

I suppose those marketing monsters around here would know more than I, but I feel that it being different sports it's not such a big deal for two clubs to share a name. We've had the Victory, Tigers, Phoenix just to name a few - I don't believe that's been a negative for us in terms of marketing.

Creating a brand new team in a city that's had a successful club for a number of seasons and calling them by the same name (Melbourne) is a bit silly IMO. I'd have thought the Victory would be the ones to threaten legal action as I feel it'd have a more direct impact on them.

To answer you initial question, I think it's a little laughable. Like how we so often try to return to our history in an attempt to (almost) underline how important we were, creating a franchise out of nothing and giving them a famous monicker is rubbish IMO.

Dissapointing choice by "The Heart" to choose Melbourne when there is already the Victory. I would not take either Melbourne or Heart in a football club's name given the situation. I would choose Victoria, and then something that people are actually interested in, Heart?!? Terrbile decisions.

I think I'll stick with the Victory, actually I think I'll stick with real football.

Maybe if they called it the 'I left my heart with Melbourne Demons' football club. I could live with that. We could get tony or darren bennett to sing it as their theme song.

There is...and only ever shall be 1 Melbourne Football Club. the MFC and they said we had no brand

Its a bot hard to negate the use of "Melbourne" or "Football" or " Club " but we can and have stopped ( as we should ) anyone getting too close to our identity !! well done Dees.. stuff them all... we're the only MFC (Melbourne Football Club) in town and damn proud of it

Agree

MFC have the longest and greatest history of all football clubs in the world, we have ernt the right's to be called Melbourne football club.

This Melbourne "Hearts" club can get stuffed

I would have them sued. I mean who is going to follow them? What sort of a name is Hearts anyway.? can't believe they are sticking with that rubbish.

Who thinks they will even survive long term? i have my doubts, but i suppose the research has been done.

Melbourne victory win grand finals, the heart will just suck sponsorship dollars dam them!

I don't particularly see how "Melbourne Hearts Football Club" is any closer to "Melbourne Football Club" than "Melbourne Victory Foobtall Club" is but anyway.

I suppose those marketing monsters around here would know more than I, but I feel that it being different sports it's not such a big deal for two clubs to share a name. We've had the Victory, Tigers, Phoenix just to name a few - I don't believe that's been a negative for us in terms of marketing.

Creating a brand new team in a city that's had a successful club for a number of seasons and calling them by the same name (Melbourne) is a bit silly IMO. I'd have thought the Victory would be the ones to threaten legal action as I feel it'd have a more direct impact on them.

To answer you initial question, I think it's a little laughable. Like how we so often try to return to our history in an attempt to (almost) underline how important we were, creating a franchise out of nothing and giving them a famous monicker is rubbish IMO.

I would have thought the Melbourne Storm would have been our closest rivals with National exposure - hasn't been a drama there?!

I have a feeling the 'Heart' are not going to be much to worry about any way. The phrase "Divide and Conquer" comes to mind. Surely anone who is interested in following a football club are on the Victory bandwagon. Cant see there being much of un untapped market out there.

An interesting argument though. I cant see why we should have any right to stop them using Melbourne, Football or Club in their name, given all are fair descriptions of what/where they are