Geelong’s recent history has included plenty of extraordinary achievements, none greater than the premierships won in 2007, 2009 and 2011.

But the club’s new branding, which centres around the word ‘Greatness’, is not just about celebrating the past.

It is about sending a message to the footy world that the Cats are not resting on their laurels.

Rather, the club is hell-bent on striving for continuing ‘Greatness’.

Importantly, the values the club prides itself on; RESPECTFUL, INTEGRITY, COMMERCIAL AND CONSIDERED, PRECISION, ADVENTUROUS and UNITED are all intrinsically linked with ‘Greatness’.

The past and future are referenced in the other words used in our branding campaign: Our Tradition. Our Ambition.

Both of those lines feature in the little-sung second verse of our club song.

We are Geelong, the greatest team of all

We are Geelong; we’re always on the ball

We play the game as it should be played

At home or far away

Our banners fly high, from dawn to dark

Down at Kardinia Park

So! Stand up and fight, remember our tradition

Stand up and fight, it’s always our ambition

Throughout the game to fight with all our might

Because we’re the mighty blue and white

And when the ball is bounced, to the final bell

Stand up and fight like hell.

For the Geelong Cats, this is what ‘Greatness’ means:

1. Winning our recent Premierships was just the BEGINNING.

2. We must LEARN from our success and BUILD on it.

3. Ongoing SUCCESS will be achieved by developing our people, and helping each other to be the best we can be.

4. Maintaining RESPECT through exceptional performance, on and off the field.

5. We must ALL work TOGETHER, towards a common goal.

6. We CANNOT STOP STRIVING.