.png)
Case Study: Co-op Live Manchester - Brand Sentiment Analysis
- Bounty VEGAH
- May 18
- 3 min read
Turning Early Challenges into a Performance Branding Opportunities
Background: Co-op Live, the UK's first all-electric arena, opened in Manchester with high expectations. Positioned as a state-of-the-art entertainment venue committed to sustainability and economic uplift, its brand promise was compelling from the outset. Yet, despite a strong debut featuring global acts like Bruce Springsteen, the arena faced early turbulence with technical glitches, customer service complaints, and digital experience shortcomings.
The Challenge Initial sentiment is polarised. While the venue's sustainability mission and economic contributions were applauded, early setbacks threatened to undermine brand credibility. Online sentiment analysis revealed a 6.5/10 negative score driven by cancelled events and digital friction, versus a 7.5/10 positive sentiment from memorable live experiences and innovation accolades.
Sentiment Analysis Summary
Sentiment Category | Score | Key Emotion Drivers | Representative Quotes |
Positive | 7.5/10 |
| "Bruce Springsteen’s European tour kickoff marked a triumphant moment, executed flawlessly and warmly received by attendees." |
Negative | 6.5/10 |
| "Awful customer service and terrible website!" |
Neutral | 3/10 |
| "I'm sort of concerned it'll be a [bad] view and/or corporate types who chat rather than sing." |
Key Sentiment Drivers
Positive Drivers
High-Profile Events: Hosting renowned artists like Bruce Springsteen has elevated the venue's reputation.
Economic Impact: The arena has generated over £1.3 billion in gross economic output and created more than 16,500 jobs in its first year.
Sustainability Initiatives: As the UK's first all-electric arena, it boasts features like solar panels, rainwater harvesting, and zero waste to landfill. NME+24The Guardian+24The Times+24Wikipedia+2Manchester’s Finest+2NME+2
Negative Drivers
Operational Challenges: Early technical issues, including ventilation malfunctions, led to event cancellations and public skepticism.
Customer Service Complaints: Patrons have reported difficulties with customer support and navigating the venue's website.
Venue Policies: Restrictions on activities like moshing have disappointed some concertgoers. The Guardian+1Financial Times+1Reddit
Strategy Recommendation: A Five-Pillar Performance Branding Framework
To realign perception and reinforce brand equity, we recommended a strategic content and engagement blueprint:
"Behind the Scenes: Co-op Live's Commitment to Excellence"
Goal: Humanise the brand and showcase operational rigor.
Tactics: Short-form video tours, interviews with technical staff, and day-in-the-life content from event management teams.
"Navigating Co-op Live: A User's Guide"
Goal: Enhance digital customer experience.
Tactics: UX tutorials, chatbot support guides, and first-timer walkthroughs via reels and TikTok.
"Community Connect: Co-op Live's Local Impact"
Goal: Localise brand loyalty through community storytelling.
Tactics: Video features on local job creation, collaborations with Manchester artists, and neighborhood events.
"Sustainability Spotlight: Building a Greener Future"
Goal: Cement leadership in sustainable venue design.
Tactics: Infographics on energy and water savings, stories on solar integration, and partnerships with environmental NGOs.
"Fan Feedback Forum: Your Voice, Our Action"
Goal: Position Co-op Live as an agile, listener-first brand.
Tactics: Bi-monthly social listening summaries, open-response sessions, and "You Said, We Did" recap reels.
Forecasted Results Based on trend analysis and sentiment trajectory modeling, we forecast the following KPIs over a six-month period post-implementation:
Uplift in positive sentiment mentions across Reddit, TripAdvisor, and local press.
Decrease in support tickets related to website and booking confusion.
Sustained media value through earned coverage around sustainability and local economic impact.
Greater brand advocacy from influencers and attendees through shareable BTS and community-driven content.
10-15% increase in average ticket sales per event due to improved perception, user journey optimisation, and customer confidence.
ROI uplift of 20–25% on marketing spend, driven by higher engagement, conversion efficiency, and positive word-of-mouth amplification.
Conclusion: From rocky beginnings to resilient rebound, Co-op Live stands poised to redefine arena branding. With a data-driven performance content framework and strategic sentiment realignment, the venue can not only recover lost goodwill but lead as a model for future experiential venues.
Comments