I get the impression hunts are trying to be something they're not - the new stickers are modern, neon-y and bright, whereas 2 years ago they were all classic profiles and stickers etc. They need to get the Hunts County brand sorted out, so it's clear what their brand is. e.g. with Newbery it's obvious the brand is a kind of classic, heritage brand, and Puma or Mongoose are all modern and hi-tech. Some brands I don't really get what they're going for, i.e. GM who seem to be halfway between heritage and modern, Kookaburra's image is all messed up (although it's improved with the 2012 range) and willostix's is really strange.
I always thought this was very clear:
I think Gm get it closest to spot on, their stickers never look dated, yet they always manage to keep them in touch with their long traditions.
The company with the best branding in my opinion is Fat Bats, I think their branding is excellent - it comes across to me as stylish and funky, but still retaining sophistication and sleek.
Stickers I don't like: GM, Rob Pack, Nike, Slazenger, Hunts County, 2012 Kookaburra, 2012 Puma and RNS