WHY DO SPONSORS ENDORSE ARROGANCE
A wild generalisation that is proving true. Why put your name and identity on the jacket, the pants, the helmet and gloves of someone that does not share your values.
As a recreational cyclist who averages 50+ km a week winter and summer, I spend a very pleasant half hour a day travelling down the magnificent Waterfront Trail along the coast of Lake Ontario, a veritable ocean in appearance but a mirror on occasions.
The social rhythms between pedestrians, skaters, joggers and cyclists are fascinating studies in sociability and lead me to conclude that certain activities are undertaken by certain types of people. I have concluded that my name and that of my company will only be associated with persons who are prepared to demonstrate socially acceptable skills and my values.
My cycling experience has led me to conclude that those cyclists that are fully equipped with cycling gear that carries logos are the most arrogant, rude, anti-social users of the public thoroughfares and who possess these common traits,
- No Eye contact. Cyclists with Logos (CWLs) make no eye contact with passing people. No smiles, no good mornings, no nothing.
- Personal space. CWLs often travel in packs, invariably two abreast and single on-coming cyclists need to manoeuvre out of their way. CWLs have preference on cycle paths and all NLCs must be prepared to leap out of the way.
- Body Language. CWLs are Type A characters but prefer to face the ground or study their front tyres than be pulled into unnecessary human contact.
- Cycle lanes. CWLs do not deign to use cycle lanes when a road is available. Cycle lanes are apparently only to be used by non-logo cyclists (NLCs)
- Traffic Lights. Traffic lights are for NLCs and automobiles. CWLs can go through red lights and use pedestrian cross walks as they like.
- Passing. CWLs pass another cyclist or pedestrian as close as possible and without warning or greeting. The use of a bicycle bell is for NLCs only.
- Thanks. The use of a hand in thanks for letting me through or for waiting is strictly for NLCs.
- Right of Way. Preference for travelling through a narrow gate is automatically for CWLs, regardless of their position in relation to the gate.
Which leads me to conclude that sponsors sometime lose more than they gain by plastering their logos on just anyone.
Which leads me to link this observation to the practice of franchising in hotels and the reality of branding anything that stands still long enough, regardless of its' appropriateness, regardless of its sociability, regardless of its' manners and those of its' employees, managers and owners. It comes before training. It needs to be a part of the fabric of the people even before the franchisor looks at a PIP.
Sponsors of a brand have only their reputation to lose and must, in my opinion go through a rigourous review of the franchisee's ability to reflect the values and principals of the company.
My own company is represented by the employees and managers who must share in my values preferably both at work and at home. My values must be well understood by all that carry my company's name forward. No exceptions, none.
My logo is on all of them and they will carry it with pride.......or else.