Shout To The Top

The room is stark… not Phillipe Starck but just downright plain; unadorned ordinary with cold (not chilled) white-washed walls unencumbered by pictures or, indeed, imagery of any kind.

There are two windows but only one will open to little more than a crack; the air inside smells suspiciously of cleaning fluids.

There are two beds, neither double nor single but somewhere in-between; both are topped by sterile –probably disinfected – lightweight duvets, encouragingly turned back. No chocolate on the pillow though – this is low grade but high rent.

The television – seriously hi-definition and gadget friendly – is positioned high on the wall facing the beds – presumably such that one can lay back and enjoy all on offer.

The remote control is, helpfully, hidden in a jar on a tray next to the orange-brown coffee cups and miniscule plastic milk containers. Hunting high and low, it takes me fifteen minutes before I’m able to locate said gadget. Attempting to operate it, I wish that I’d listened more carefully instead of dreaming about bike races and music while studying O-level physics at school.

Access to all of the premium channels (with premium meaning low-grade pornography) is set at a premium price – I know this because, flicking through the channels with only the remote to guide me, I click on a button I don’t mean to and am but a hair’s breadth from adding a premium charge to a room already costed-out at pure rip-off. Only nimble dexterity of thumb and forefinger leads me back to the remake of a remake of a film I saw when I last wore short trousers.

The bathroom is next door and looks (and feels) like its been used by a generation of corpulent business men who, presumably, have lain back on one of the two medium sized beds having chalked up a further premium charge to their expense accounts that, ultimately, will be filed by Miss Jones at the outer limits of her desk under… miscellaneous. Oh, how they must miss their wives and loved ones.

This noble emporium has, however, announced itself as being wi-fi friendly; ahhh… splendid – that means I can connect to the world wide west and, at the very least, keep in touch with loved ones as well as stay on top of inbound work-related ‘stuff’.

Well travelled machine is plugged in; it sparks into life in an entirely satisfying manner yet… falls at the first hurdle.

Oh yes, it can see the connection but until I enter a password it’ll accept, I won’t be able to travel behind this particular iron curtain.

Fabulous, its late night, my stomach is reacting volubly and not particularly noiselessly from a rather splendid meal from the Indian sub-continent partaken with my lawyer and all I really want to do is log on, collect, respond and log-out.

But in order to do that, I’ve got to jump this unforeseen, technical, Beechers Brook.

Trudge downstairs and request the access key from the disinterested bloke behind the desk.

You want how much… for how long…?

An old fashioned audible gasp escapes while displaying my best quizzical expression – which, in turn, renders both eyebrows shooting north beyond the hairline.

This ‘charge’ of theirs is about as absurd as those rumoured to be put into place by Ryan Air who, pundits claim, will shortly (if they’re not already) be requesting their customers to pay to use a lavatory whilst mid-air. Heaven help any passenger who is low on change after eating a dodgy prawn sandwich.

Disinterested bloke displays no customer-care attributes whatsoever as – reluctantly – a note is fluttered across the desk toward him. Very little coinage comes back by way of change.

A middle-aged, slightly paunchy, German is standing beside me; he too requires www access… not only is he deeply shocked at the price quoted but actually kicks the counter in frustration whilst loudly airing his Teutonic views at the hotel’s swindling attitude – clearly this doesn’t happen in Hamburg… or Bonn… or even Munchengladbach – curiously enough twinned with the Franco / Belgian city of Roubaix; whose own stadium is home, of course, to the final pedal-strokes of the Queen of Single Day Classic cycle races.

So here’s the thing…

This place I’m staying in is a known brand the world over; their logo instantly recognised by millions. I’d not intended Room 203 as an overnight stop – indeed, I’m only here ‘cos the lady of the house in which I was to stay has unexpectedly succumbed to a bizarre form of skin-eating disease…

Be that as it may, I’m in a needs-must situation but, even so… is it really necessary for corporate brand X to dupe its customers?

It’s a brand that, at one time, was synonymous with a certain level of quality; now it (to this Volatire’s thinking) just equates to… how much can we milk our customers for.

See… I would argue that a brand has a certain responsibility and, when brand X or Y gets complacent then their brand-loyal customers don’t just get lost and confused… they ultimately move on… to a brand that, essentially, does what it says on the tin.

The old adage rings true: it takes a long old time to cement a reputation and, it takes but moments to smash it to smithereens.

Alison Bain, (one of) if not the head honcho of American Express puts it like this: "Providing superior customer service that goes above and beyond the norm is something we place considerable emphasis on within our organization."

And… given how fickle customers are nowadays allied o how fed up most of the world’s populace have become with traditional forms of advertsing, this seeking out of new ways to acquire ‘brand awareness’ is central to most companies thinking nowadays; not just the cementing of brand X but taking it to new levels – as emphasised by BP’s top-chap, David Bickerton who states, “The importance of brand coherence across geographic boundaries and across internal and external audiences contributes to building a successful brand."

Using a different form of corporate gobbledygook-speak, Erich Stamminger, top terrier within the Adidas Group says: "We have a clearly defined brand mission, vision, and values. Authenticity plays a vital role here... It builds trust and credibility with the consumer and provides the basis for identification with your brand, and it must never be jeopardized."

Which, in a slightly circuitous manner, brings us to sport on two wheels, peopled by blokes with heavily muscled, shaven legs who whizz up hill and down dale and over unforgiving terrain at impossible speeds while, at the same time, being emblazoned by tight-fitting outfits proclaiming the names of sponsoring companies. Yep… cycle-sport is one of those rarities within sports sponsorships whereby the team is known by the name of the sponsoring company.

Now, just have a wee think here… that doesn’t occur in Soccer… nor in Baseball… not in Hockey (ice or otherwise)… neither does it in Show-Jumping, Athletics, Rugby, Fencing, Volleyball, Squash, Badminton, Curling, Ten-Pin Bowling, Tennis (table or lawn), Synchronised Swimming or even Welly-Throwing… does it?

Nope… Formula One is… to a degree… the only exception…

Which, essentially means cycle-team-sponsorship is a pretty beezer form of marketing device. Added to which, its been well proven over the years that a company which puts in amount Z more often than not, sees return Z+++ multiplied as a return on their investment.

Equals… come 2010, two of the latest companies to throw their sponsoring hats into the collecting ring are… RadioShack and… Sky.

Now, lately, all of the debate – most especially with the formation of the latter team – has centered around the inclusion or otherwise of Britain's cycling’s mod-meister, Bradley Wiggins.

So… while having a bit of a squint at this… lets also consider that within the context of the whole.

Wiggins is currently under contract to the US based squad, sponsored by the multi-media Sat-Nav developer, Garmin. He, through barely-veiled comments, has made it plain - using Soccer parlance - that to achieve his aspirations (bettering his 2009 4th place finish in the Tour de France) means he’d need to move to what he’s termed the Manchester United of cycling, stating he’s currently riding for the equivalent of Wigan Athletic.

To a UK registered team, Wiggins has clear value – via his multiple Olympic Gold Medal’s and, now, with his just-off-the-podium Tour finish, he’s one of only three (British) household names associated with cycling.

Cycling aficionados would argue strenuously that other names are well-known but, pose the question to the man or woman in the high-street and the facts emerge: the only recognisable names would be the lad Cavendish, the recently knighted (Sir) Chris Hoy and… Wiggo.

Cav-lar is (for a wide variety of reasons) unattainable for Sky until at least 2011; Hoy only competes on the track and is, already, a de-facto team-member since British track-cycling is sponsored by Sky-HD… which leaves the team in an almost must-have position in their quest for Wiggo.

Garmin (headed by the savvy Jonathan Vaughters) obviously knows all of this – equals, the lawyers on both sides are now involved and sums approaching the million pound mark as a contractual buy-out are being freely bandied about via Twitter and any other rumour-mill one feels like consulting.

But… what is the true significance and why, for a start, are Sky involved in the first place?,

The real benefit of a Wiggo buy-out to Sky is (to this Voltaire on its grassy-knoll) obvious but… its not the equally obvious comments that have, thus far, been proffered.

The value is the increased media exposure in Sky’s key markets (the UK being just one) and taking their five-year plan forward… It is, put simply, all about global brand awareness.

Because, lest we forget, modern-day cycle-sort is all about the furthering of that.

The Murdochs (via News Limited in Australia which owns over 170 Newspapers alone ‘down under’ / News Corp globally as well as Fox TV etc) aren't in this for self-agrandisement; they've recognised that cycling (and branding thereof) is a key, cost-effective, manner in which to promote their 'products'. Its also hits the ecological / green sweet-spot that translates into a corporate feel-good factor; plus, they’re targeting the youth-market and so, in a sense, Sky’s sponsorship of cycling is sound business strategy, psychology and brand awareness all rolled into one.

Therefore, while sporting considerations are, obviously, of paramount importance in (the make-up) of the fledgling Sky team, it is (has to be) also about their own markets and penetration thereof. Further to which, while Sky may purport to be a ‘British’ team, the reality is entirely different… it is (and has to be) international - witness the inclusion of Australians, Norwegians and Germans among others into the line-up for 2010.

Italy – as just one example, is a key Murdoch-territory… not so long ago, Italian premiere Berlusconi and Murdoch were buddying up (cf a fairly recent Time Magazine cover story)… of late, matters have soured – and the Italian stallion has decreed a twenty percent tax on Sky-Italia tv subscriptions since he’s woken up to the fact that Rai tv are swiftly becoming eclipsed. And, given that we’re in the realms of billions of Euros here, the sums aren’t insignificant.

Thus, is the most recent team news much of a surprise for the (perceived) British squad in that its has just been revealed that Sky have signed two mid-field Italians (fuelled initially by the signature chasing rumours valued at over a million for TdeF top ten finisher, Nibali). Why..? Its again obvious, they’ll be the spearhead for further incursions into that territory. Further to which, the Murdochs have recognised the Italians as sportive-passionata… and they recognise, perhaps more than many, the power of the people’s vote. Consider… the combination of The Sun newspaper and Thatcher and the war (for want of a better term) with Argentina… Oh, and who owns The Sun...?

As such, and given that both India and China are more on the Murdoch radar than is perhaps suspected… should we be surprised – in time – by..? This Voltaire wouldn't be in the least surprised...

Further to which… consider Garmin principal Jonathan Vaughter’s own comments made in the last couple of days concerning the recent date change for America’s (now) primary cycling event… "In my opinion I see the Tour of California as a Grand Tour. It’s the eighth largest economy, directly behind France. The race will be televised in over 100 countries and it has a broad following in Europe already. The concentration of these fantastic races in a 90 day period is pretty fantastic for the sport. You’re going to see the world’s eyes on cycling."

The world’s eyes… televised in 100 countries… Ahh yes, absolutely… The mondialisation… globalisation as another word to describe the same.

To quote Paul McGuinness, U2’s manager – ‘be the best band on your street, the best in your town, then be the best in your country… only after that, can you become the best on the world stage.’

And therefore Wiggo… and, in time, Cavendish… as sensational athletes that they undoubtedly are, still simply multi-million dollar / euro / pound early-move pedalling-pawns in the global game of brand-awareness chess.

Night Boat To Cairo

The transfer season is now wide open (no, not as part of the unfolding soccer season…). This is to do with my other love in life – bikes; the kind ridden by fellas with shaven legs because, upon us has come the season of the witch.

Plus, the start of September is also a time to consider what the ‘record label’s’ have decided we should be spending our hard-earned upon come the following autumnal months. And so, given that I’ve always held the view that bike-racing is rock ‘n roll on wheels – so much is the same, its just the stage that moves… lets have a quick peruse of what’s what.

OK, so… am I more excited about the makeup of the about-to-be-launched British mega-team sponsored by Rupert Murdoch’s SKY… or the imminent release of Mariah Carey’s Memoirs Of An Imperfect Angel?

Am I spending more time wondering about what the new Lil’ Wayne album will sound like or what SKY’s jersey will look like? Have I chuckled at the title of someone called 50 Cent’s new release (Before I Self Destruct) while wishing his music would or have I self-debated what bikes will be used in 2010 by Scott Sunderland’s (the senior director sportif) team?

Questions for sure… the answers are blindingly obvious.

And, with regard to Tommy Mottola’s ex, proof positive, if any were needed, that over 60 million in the US alone (and another 140 mill around the globe) can be wrong… very wrong indeed.

But, seeing the SKY boys astride - like so many lycra-clad Italian stallions - the beautiful lines of a Colnago (or even a Bianchi) would be just about as yummy a collaboration as it gets but… somehow, I can’t see that occurring… but hey, one never knows. And... just to clarify one little bit here... I don't... errr... how do I put this... bat for the other side... just to make that clear, you understand.

Anyway... September 1st was the due date for the unveiling of the riders that SKY’d hired – any formal announcement made earlier and the team would have been fined zillions of euros for breaching one of the many UCI codes of practice.

Talking of which (codes of practice) and as an aside, it does strike me as a bit peculiar that, in trying to eradicate the internal war of doping within cycle-sport that the UCI haven’t – for once in their existence – decided to be tough… by that I mean, properly tough. For sure, the dopers (for that read cheats) are being slowly weeded out but… is the received punishment adequate?

This Voltaire (on its grassy knoll) says its not.

You’ve been proved beyond a shadow of doubt that you have doped (cheated) equals… you get life – that’s it, you’re out of the sport for good. Make the deterrent tough enough and only the truly stupid will attempt to buck the system. And, for what its worth, I’d also advocate that across all sports. Period.

Because, only then will players play on a level playing field.

And, one good thing coming out of Team SKY hq over the past months has been this total zero-tolerance level as regards anyone in the entire team’s make-up who carries even a whiff of (cheating) suspicion with them.

Anyhow… currently… no announcement has been made.

In many respects no big deal as what (who) will be, will be… and, doubtless all will be unveiled in due course.

However… it does strike me that the grand-fromages at Team SKY are not that conversant with the way the media is working as we reach the final quarter of 2009 and are, for reasons best known to themselves, stuck back in the dark-ages of working the media.

For example – while they may well be biding their time to ensure (in their own minds) that their announcement is seen as really major news… the rumour mills are running ragged. And, with every passing day, rumour and conjecture will lead to a lessening of impact.

Other established squads (notably Garmin, BMC, Katusha, Saxo Bank as well as Lance Armstrong’s new formation, RadioShack) are cleverly drip-feeding the information of newly acquired riders and co-sponsors etc; thereby generating ongoing interest but, what SKY appear to be doing is withholding absolutely everything and waiting (for their own agenda) to unfurl when they believe it suits them best.

In times past, this might have worked to their advantage but, my suspicions are that – with companies seeing bigger and better news dissemination & comment-led articles led via the likes of Twitter and on-line as a general rule – the head-honchos at Team Sky aren’t playing this terribly cleverly.

For a start, the rumour-mill has – over the past month or so – produced a number of names that have been ‘leaked’ as probables.

Lots of will they / won’t they / perhaps they should etc etc…

The most obvious conjecture and (inevitable) ongoing media-debate has been over the Manx-missile, the lad Cavendish but – unless someone, somewhere has pulled off an almighty financial and sporting coup, it would seem more than logical that he’ll sprint out his current Columbia / HTC contract; after all his job is to win and he has an established team that delivers him specifically for that purpose.

SKY – at present – is untested and (in my view) he’d be barmy to make the move for 2010. The next again year, well, that’s a different tale indeed and will be as much down to his undoubtedly huge asking-price as anything since the publicity value that he’d return any potential team sponsor would be colossal.

The other major contending Briton is the fourth-placed-finisher from this year’s TdeF – the Weller look-a-like, Brad Wiggins – but, he too, is contracted (to Garmin) for 2010 and… as things stand, it looks improbable that he, too, would jump ship to SKY; not least as that transfer would (inevitably) mean a sizeable buy-out of his (currently final year) with Garmin who – logically – aren’t going to kiss goodbye to one of their prized assets without putting up a serious financial fight.

As to former TdeF yellow-jersey wearer David Millar – well, he’s a share-holder / part-owner in Garmin (again, so far as I know, until the end of 2010) and it – again – seems logical that he wouldn’t make the switch until at least then.

And, while one and three on the above list appear to have publicly ruled themselves out of contention; Wiggo who – as this is being written has just secured the British National Time Trial Champion’s jersey – remains a dark-horse.

Be that as it may, cycle-sport is – nowadays – more international than ever before and despite this being the first really major British team, SKY will – undoubtedly – contain significant names from a number of countries other than the UK; most probably Scandinavia, Australia, Germany as well as the other (obvious) British talent.

And… all of them (those of non-British nationality) will have their own relationships with their own, home media – this is one of the reasons why the rumour-mill has been churning, because, without a shadow of a doubt, its been fed by international riders (or their managers / ‘informed sources’) offering ‘off the record’ comments to their own local journos / media folk… after all, one of the tricks of working the media is keeping the people who write about you… sweet.

Plus, over the past month or so, there have been quoted statements, stating that the vast majority of the riders they’ve targeted are now contracted.

So… what is the delay and… what is the delay in making these announcements achieving?

Well… it looks like the major-domo’s at SKY are requiring that ALL of their ducks are lined up in a neat row before – officially – saying anything. That’s fair enough – after all, its their team and their cash that’s set it all up.

However, in this day and age, that is (again, in this voltaire’s view from its own grassy knoll) a bit of a strange tactic and one fraught with all manner of potential to back-fire.

How would I have done it..?

Firstly, I'd have eradicated the rumour mill by drip-feeding the riders announcements from the due (and given) date

And secondly, properly considered the overall picture appertaining to 2009 and not 1990.

Because…

Within the major announcement, there would be a number of smaller announcements that would all combine to make up the whole.

This isn’t just about the riders who’ll spearhead the team but will (necessarily) include the clothing manufacturer; the bus-supplier; the logo / jersey design; the bikes and components to be used (from wheels to tyres, from pedals to handle-bar tape and bottles and more), the off-road clothing and nutritional suppliers; the doctors, physios, masseurs and mechanics – and so on and so forth – because the formation of a cycling team will include literally dozens of people and sponsoring partners alike.

So… given that September 1st was the key date, I’d have dealt with (1) above by issuing ‘notices’ on a regular basis from that day forward… when the initial riders had been confirmed, their names would have been released; and as regards (2), once the bike supplier had been finalised, another press-release; once the key components for the bikes had been sorted out – another… so on and so forth.

This way, the drip feed effect would have garnered more and more publicity – after all, that’s the real name of the game – and each supplier would have had their own level of media exposure.

However – the way its going – it looks like the final announcement will, in reality, become so huge that – inevitably – only the cream from the top will be written about or commented on… meaning that the (deemed-by-the-media lesser ‘components’) won’t get much of a look-in – creating less media value for those – be they suppliers or riders themselves.

And, this is the bit that this Voltaire believes the field-marshalls at SKY have got wrong; this is the bit – however much you think you can control… you absolutely cannot.

As such, it is also highly probable that – given the nature of this ‘announcement’ – that the major-domo’s are all preparing their own wordings for inclusion in said ‘official press-releases’.

IF that’s the case (and I can’t imagine it wouldn’t be) then, there is another lesson to be learned here… as much as the major-domos will all want their ‘corporate words’ to appear in magazine X / on-line publication Y / newspaper Z, chances are that those worried about / much fiddled about with pithy corporate phrases will not be used at all. History shows that and that’s a fact. The media – as a whole – don’t much care for corporate this or that; what they’re looking for is key – one-to-one – words from the key players…

The end result… I’m anticipating more and more rumour running amok over the next week or so and would imagine (since I’m not part of the circle, let alone an inner one) that those at the sharp end right now – Scott Sunderland being one – are going quietly bonkers with their cell ‘phones ringing off the hook and e-mail in boxes full to bursting with… questions.

Questions that I’d imagine (since all I’ve done is apply a bit of logic fuelled by years and years of doing that PR job to the above arguments) he – and maybe one or two others – are probably forbidden from answering.

Ahh well, that’s life at the 2009 corporate coal-face no matter what game you're in.

So… what else do we have to look forward too?

Stephen Still has a new record coming out by all accounts; David Gray too… Muse and Vampire Weekend as well... There is to be a massive Miles Davis retrospective boxed-set issued and REM are due to release a live album too.

All far more intriguing than the poodles – Leona Lewis and Mary J Bilge – who’ll both be unleashing volumes of… errrr… warbling to beats… later this year. Gosh, I’m so, so very excited.

However, in between waiting on the SKY team news, I will be really waiting on Maps who – so I’ve read – will unleash a new album (Turning The Wind) in late October and Guy Clark’s Some Days The Songs Writes You that should (grammar not withstanding) also be out by November; well – at least there is some light on the musical horizon then.

The last Maps album came out what… three or was it four years ago… to this day, its a permanent fixture on the I-Touch wherever I travel and Guy Clark… thank heavens he is still making music; one of the truly great songwriters of all time and, from memory, his first album (Old No 1) came out roughly when The Cate Brothers released their first record on Asylum… I wonder if both still sound as good as they did back then… darn that’ll mean a trawl off to 991.com to try and find a copy of both (given that both vinyl languish far away at Merle HQ currently).

Ah well… no matter the delays and the rest, three things to really look forward to for when the days of summer start to properly shorten.