The Challenges of Branding

I inherited the ability to appreciate both codes of Rugby from my father, and have no time for the bigots of one code who spend all their time slagging of the supporters of the other on various message boards. There so many easier targets in kevball, that the internecine warfare is a bit of an indulgence. I was talking to dad last night who was pleased to see the return of the Leeds Tykes Carnegie to the Rugby Union's Guinness Premiership, to fill in the voids when the slightly more illustrious Leeds Rhinos aren't displaying the art of the other code at Headingly. I left Leeds long before the then Tykes came into being, so I've no conflict of interest with my Saracens support and so I'm glad to see them back too.

The name change is a result of a link up with Carnegie Faculty of Sport at Leeds Metropolitan University, similar to Saracen's association with the sports facilities at the University of Hertfordshire and Oaklands college, though in the former case the college has taken a 51% share in the Leeds club. These are fantastic initiatives with the chance to benefit both the respective faculties and the clubs, in areas all the way from marketing to on-pitch performance.

I did have a slight concern over some of the branding though, especially when it comes to mascots, for the newly re-promoted club.

In most cases the associations are pretty obvious, Ronnie the Rhino is a firm favourite with Rhinos fans, Leicester Tigers have two rather soft looking Tigers, and Sale Sharks have, you've guessed it, a shark. Wasp's wasp always looks as if it has just crapped itself and the only time I saw the Newcastle falcon it was missing it's beak and looked like a walking turd, but the kids still love them.

Sometimes the link is a bit tenuous, but most people, for example, get the connection which dictates that Saracens have a demented camel called Sarrie. Sarrie is the undoubted star of the Rugby Union mascot world having allegedly already been reprimanded for 'showing disrespect to officials' and destroying the Sale Shark with a bone crushing tackle at Twickenham. I think he is probably inspired a lot by Ronnie, especially when it comes to lewd behaviour on the pitch with the cheerleaders.

But what are Leeds Carnegie to do? I really don't think someone dressed as a bearded, turn of the 19th Century philanthropist is really going to do it for the kids.

Oh well, if they managed to do a 'Tyke' without indulging in the dangerous passtime of parodying Yorkshiremen then I'm sure they'll manage a 'Carnegie' somehow. The things that can happen when you give marketing people a completely blank sheet of paper and tell them to be creative can be truly frightening.

French Comings and Goings

I've got a lot of time for France and the French. You have to where I live since the Village is knee deep in them. Perhaps it's the fact that the ones I meet every day are likely to be the more entrepreneurial type, given that they are in London, not France, but I don't think there really is the great a gulf between the English and the French that the tabloids would have us believe.

There is though a distinct bilateral distrust by both people and government of each of the government of the other, which is often well justified, especially in the EU state. Hopefully the inauguration of M. Sarkozy as 23rd President of France might put some of this to rest, even if his little jaunt to see Frau Merkel does raise worries about a right Royal shafting over EU constitutional arrangements.

It was quite interesting listening to Sarko on TF1. I got a reasonable 'A' level in French and worked in Paris for a while. It was however, a traditional English 'A' level in languages and the Paris office was pretty cosmopolitan so of course everyone spoke English, which means my ability to actually speak the language is pretty minimal and my understanding of spoken French not too much better. The only time the French 'A' level has been useful while in France was one conversation when I could explain (in English) why Molière was not in the same league as Shakespeare, and catching the odd snide remark from my French colleagues when they thought the use of their native tongue would offer a sufficient level of encryption to disguise it from English ears.

What I realised was just how powerful some skills in political oratory can be. When I listened to Sarko I didn't just get the gist of it, I'm pretty sure I got every word, every sentiment and every nuance in what he said. I'm not even sure I was understanding it via an English translation, an experience I've never had before except when I've drunk several bottles of red when my assessment of my language skills may have been suspect. OK, he would obviously be speaking clearly and more slowly than he would in general conversation, but I've listened to other speeches by French politicians and never become quite so immersed in the same way. Ségolène may have been easy on the eye, but was a damn sight harder on the ear on several levels.

So a cautious welcome for a new French arrival, but there have been a couple of sad French departures recently too.

Firstly, the (Mercurial) Thomas Castaignède, great servant of French and Saracens rugby. He'll be missed by all the supporters as a fantastic player and an all-round great bloke. His last game was probably the worst he had for the club, but that will be soon forgotten and only the many, many good games will remain. All the best for his retirement once he gets the little matter of the next world cup out of the way.

Secondly, closer to home Josquin, waiter and barman extraordinaire, first at the Mother Ship then later at Base Camp in the Village leaves for pastures new today. After extended leaving drinks last night he couldn't remember the name of his new venture, but if you live in Eastbourne and a new French Restaurant is opening near you soon, give it ago. I don't know the chef, but I know their new front of house man knows his stuff, he's a great bloke, and I doubt it any establishment he's fronting up would let you down.

Controversy of the Day...

...in my inbox at least, is not that which is provoking howls of protest about the speech from David Willetts, shadow education spokesman, regarding grammar schools, but rather yesterday's launch by the RFU of the new England Strip.

The reaction generally seems to be that it's only one small step away from the notorious Stade Français pink away strip. I think this is going a bit far, but it's certainly the first time I wouldn't call it an improvement on the old one. I am a bit worried that the replica versions will look decidedly dodgy in on the supporting community. I wonder if the RFU insist on trials of prototypes on the some of the thousands of supporters who will be buying them, be it the somewhat beer bellied or the rather attractive female supporters who frequent the Twickenham Tup on matchdays.

Some of the marketing blurb left me a little bit cold too, according to the RFU:

"Visually, the new kit is strikingly different; incorporating an asymmetric sash at a diagonal running across the front of the jersey and shorts creating a unique version of the St. George’s Cross. A new red away jersey is also being introduced for the first time."

Erm...aren't crosses meant to be kind of 'cross'-shaped as opposed to 'line' shaped.

According to Jim Allaker, General Manager, Nike UK & Ireland

"These jerseys represent all that is special about England and our excellent rugby team."

Well...let's be honest England aren't on a great run at the moment, sometimes pretty crap, and the shirt...

It's only nit-picking anyway, we only get a new one marketed at us every four years or so, and many of us opt for our oldest club shirt on matchdays anyway, if only to prove we didn't first discover the sport in 2003. It's not like we find out that the one we bought last week is now out of date because the 'FA Cup 3rd Round, Replay' version is now the latest thing, as happens in less blessed sports.

At least this season Saracens performed well enough that my superstition about not washing my preferred shirt until a losing streak is broken hasn't caused wrinkled noses.