Without being cast in stone in the rapidly evolving word of marketing, brand personality remains a useful yardstick for the human traits associated with a brand.
Since Johan Ackermann and Swys de Bruin instigated the remarkable turnaround of the Lions back in 2013, the team from Ellis Park's way of playing has been linked with excitement.
It's little wonder then that, at least on a superficial level, the Lions' way is thought to be carefree, spirited and youthful.
