A 'Global Brand'....

On May 21st 2007 the Cutty Sark caught fire and burned for several hours before the London Fire Brigade could bring the fire under control.

Initial reports indicated that the damage was extensive……

I watched the news reports with a feeling of shock and personal loss. A strange mixture of emotions surfaced without any obvious or rational cause. Strange emotions, given that it had been twenty years since I had taken my son to see the famous clipper in its dry-dock.

And it was probably fifty years since my father had held my hand on the same trip to Greenwich. The image of the ship, stranded forlornly like a whale washed up on the beach at low tide, still etched in my memory.

The Cutty Sark was designed by Hercules Linton and built in Dumbarton. She was destined for the tea trade and the intensely competitive race from China to London.

But in reality she was not that successful…..and with the advent of steamships the Cutty Sark was moved to service the Australian wool trade....In 1895 she was sold and her name changed…..

Much has been written about the Cutty Sark since the fire. How much of the ship is original? Why should we spend £35m on the restoration programme? Indeed why bother…….?

I guess the answer can be found in the feelings that I experienced on May 21st.

Legal interest, equitable interest, exclusive possession, exclusive use and enclosure, acquisition, conveyance…..

Possession - the actual holding of a thing, whether or not one has any right to do so. The right of possession is its legitimacy and the right of property is that right which ‘trumps’ the lot.

So what should we make of the Premier League declaring that the season will be extended by one match….to be played somewhere in the world. Somewhere that will come up with loads of money. Money that will be used to improve the game back in England.

Richard Scudamore and his ‘Brand’ managers declared at the weekend, that if ‘they’ didn’t do it someone else would. Well Rich it won’t be me….and I don’t think it will be the Blue Square Premier. Farsley Celtic v Droylsden in New York….

But it is the ownership of this ‘Global Brand’, the ongoing development of the product that gives me cause for concern.

Emotional connections are not simply warm and fuzzy……illustrated by a distant memory of Jim leaving his gloves on the coach at Carlisle, on the coldest day of the decade…..nor are they simply interesting aspects of behaviour to contemplate and debate. No, they have powerful financial consequences, ranging from a share of my disposable income to frequency and repeat business.

Fully engaged customers spend more and return more than those who become disengaged.

Some companies are good at creating emotional connections with their customers. Most, however, are not.

And the Premier League should beware….the customer is first and foremost a supporter. Someone who has acquired emotional property in their Club.

And emotional connections aren’t static. They ebb and flow but will never go away. Brand ‘passion’ should be treated with respect.

Roker Park…..The Stadium of Light.

Anfield…..the stadium of ‘who paid the most’!

‘Our next home game will be played in Bangkok on January 29th…we regret to inform all supporters and club members that coaches will not be organised for this fixture’.

Players from every football playing country in the world are featured in our ‘Global Brand‘….. Celtic, European Cup winners in 1967, with a team of Scots.

Bill Shankly, Brian Clough, Alex Ferguson……Fabio Capello, Vladimir Petrovic, Zhu Guanghu.

Yes, I think the Premier League should take care…..as for me, I’m comforted by the fact that The Cutty Sark will still look like the Cutty Sark after the process of restoration.

Farsley Celtic was a long trip north…..three more points and a first senior goal for Danny Hylton. And two more for Kirk Hudson. Too much pace and applied power, when needed, flattened Farsley, despite a spirited second half performance by the home side.

And just a passing comment for the local Police.

If you are worried about our travelling fans, don’t just panic the local club….and demand segregation….then demand additional stewards….and then advise, that if it ‘kicks off’ you will get there as quick as you can.

The village centre pub was a comfortable retreat….