They lost the AFL grand final, but Collingwood coach Nathan Buckley is imploring his players not to lose that loving feeling.
Buckley believes the love and care shown by his players for each other can help them overcome a shattering five-point loss to West Coast in Saturday's premiership decider.
But, he says, it's not a given.
"The people who represent our club have been enormous," Buckley said.
"I have a great deal of pride for our organisation and the way we carry ourselves and the way we conduct our business.
"We're never beaten and we will always give our best. I have never felt as proud of the club as I do right now."
Buckley challenged his players to face the reality of their missed opportunity - the Magpies led for all but nine minutes of the grand final only for Eagle Dom Sheed to kick the premiership-winning goal with less than two minutes remaining.
"We have to face this reality, and then how we respond to this reality," he said.
"It won't be for lack of support. It won't be for lack of love or care for each other.
"But that needs to be something that is continually digged into and never taken for granted. It's finite unless you keep producing it.
"So that is going to be a big challenge for us.
"But I have got no doubt that that has become us and become part of our personality and who we are.
"And I look forward to seeing where that takes us."
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