The NRL's latest expansion club will be known simply as the Dolphins, despite outspoken criticism from a key partner of the Redcliffe-based organisation.
Moreton Bay Regional Council mayor Peter Flannery is the latest critic, after the NRL announcement of the competition's 17th franchise last week came without any link to a geographical area in the team name.
Flannery has claimed the council understood the club would be known as the Moreton Bay Dolphins if the bid was successful and was threatening to withdraw financial support if the name isn't changed.
Dolphins Group chief executive Tony Murphy was, however, unapologetic in his stance as the club announced the signing of Wayne Bennett as head coach on Thursday, categorically ruling out any geographical association being attached to the team's name.
“We will push Moreton Bay every day of the week but we're a national brand now,” Murphy said.
“The Redcliffe Dolphins will always survive, they will play in the Queensland Cup.
“The Dolphins is a national brand and we're going to treat it like a national brand.
“That's the name that we're going to stay with.”
Murphy said he had a long-standing personal relationship with Flannery and was confident he will be able to soothe the situation with the local council.
He denied any suggestion that calling the team simply the Dolphins was forced on the bid by NRL and ARL Commission powers such as Peter V'Landys.
The New Zealand-based Warriors are the only other NRL club to not have a locality attached to their name.
Murphy said the most important part of the club's branding was the logo they'd fought to deny Gold Coast using when they joined the competition in 2007.
“They ring us probably a night before it was going to be announced that they were going to be the Gold Coast Dolphins,” Murphy said.
“We didn't know a lot about brands back in those days, but we did know that we wanted to keep the Dolphin and we wanted to play in the NRL. That was our goal.
“What we did do was a lot of research and after that research told us that the Dolphin was the most powerful IP that we had.
“For us to not to go with the Dolphins would be silly.
“It's such a good brand.
“It's very good for children, very good for newcomers – people that want to come into the game love a dolphin – mum's love a dolphin, we all love them.
“That's pretty much the reason why we chose it and we had to lock it in.”Internet Explorer Channel Network