Collingwood's latest drink-driving charge compounded by lies over a wayward star's role in the incident has fractured the playing group and damaged the Magpies' brand, according to club bosses.

"There's no doubt these two days are black days," Magpies CEO Gary Pert said.

"When you look at the elements of undisciplined behaviour, about drinking so close to a game, players drink driving and lying, all of those elements have caused us to take such a serious line because we don't tolerate them, we won't tolerate them and we need to send that message to the players."

The club also suffered the indignity and humiliation of making provocative statements, that proved to be, in hindsight, "unbelievably embarrassing" and "ridiculous" Pert said.

President Eddie McGuire on Monday ridiculed suggestions that Didak was the passenger in the Shaw's car by saying "Didak will be accused of the Kennedy shooting next."

He also described Shaw's passenger as a "so-called friend" for letting him get behind the wheel drunk.

"There comes a time in your life when you have to get rid of scaly mates, let me tell you," McGuire said.

Club bosses admitted while Collingwood's brand had been hurt over the past 48 hours, so too had the playing group's respect for Shaw and Didak.

"Trust is something that's built up over a long period of time and can be destroyed in a millisecond," football manager Geoff Walsh said.

"Unfortunately, because of that equation - of how quickly it is destroyed and how long it takes to build up, there'll be a period of time where those boys will have to establish themselves."

North Melbourne chief executive Eugene Arocca, a former Collingwood CEO, weighed into his old club's crisis, saying the actions of the players damaged every aspect of a football club's activity.

"What it does crystalise is that in football there's a ripple effect for everything that happens," Arocca said.

"In North Melbourne's case there's been a financial effect on the club if these players don't perform well both on and off the field.

"When you see what happens at any club, a player's impact on the sponsors, on the club, on the supporters, on the media, is far-reaching.

"So, if anything we hope our players learn from what happens and see the consequences of their actions and how they can impact upon the club.

"From a football point of view I think there's a responsibility to your teammates that you behave in a professional manner."

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