Tag Archives: branding

Leeds: WACCOE Meltdown as Man U Could Patent the Word “United”   –   by Rob Atkinson

Seriously, folks...count on it

Seriously, folks…count on it

In a move that will dismay, even enrage, fans of Leeds United, Newcastle United and other famous old football clubs throughout the English leagues – as well as leagues elsewhere – Manchester United FC, known across the globe and in Paignton as the legendary “Pride of Devon“, have formally announced their intention to patent the word “United” for their own sole and exclusive use.

The former Newton Heath have long been offended that other clubs cheekily presume to use a suffix which they feel is their own exclusive province. Attempts on the part of the “other” Uniteds to conciliate have always fallen on stony ground and deaf ears; particularly when negotiations have included the undeniable fact that “United” in a football context signifies a club with the sole occupancy of its catchment area – as is the case with Newcastle, Leeds United, Carlisle and even Torquay – all areas which are served by just one professional club. Despite the fact that this means they’re actually, a fake United, the Man U position has always been airily to contend that it simply “doesn’t matter” and that they remain the only United anyone’s bothered about.

Such a rarefied level of auto-delusion so impressed a Regius Professor of Applied Psychology at Oxford University, that he decided to make the Salford-based club the subject of a thesis on what he described as “Walter Mitty Syndrome” – scientifically, an elevated stratum of specious self-deception. Sadly, after a full ten months work and within sight of a definitive conclusion, the good Professor succumbed to exhaustion from a chronic case of “laughing his poor, aching cods off at those arrogant idiots”.

Now the Pride of Devon have decided to go to law, and will call as witnesses representatives of the print and broadcast media, who have long followed a tacitly-agreed convention of referring to Man U simply as “United”. Strange as it may seem, this could lead to success in Court if the club can establish that the nomenclature has become solely theirs by the ancient principle of “custom and practice“. Another possible outcome is that an unbiased Judge (if such can be found) will take one look at the provenance of such evidence, and chuck the whole matter out of Court under the equally venerable statute of Nemo dictum stercus in Curia.

The Leeds United fan site WACCOE has gone into virtual meltdown at what they see as potentially a scandalously unfair development. Diverted for almost the whole of the last twenty-four hours from their usual preoccupations of reassuring each other as to how cool they all are, avidly discussing their fave sweeties (Snickers or Smarties??) – or discussing whether the best way to get to kiss a girl is by use of drugs or a blindfold, the “United” controversy has had many of the site’s users distraught – in copious floods of tears. Arguments at near-tantrum level have raged back and forth, with most proclaiming repeatedly that “you can’t patent a word. You can’t, you can’t, you can’t!” before dissolving into tragic sobs and wanting their mums. Other Leeds United fan-sites, catering for a distinctly more adult and mature user group than the broadly juvenile WACCOE, have by contrast reported a distinctly subdued reaction, with members either “not being bovvered”, or preferring to talk about Jeremy Clarkson and how crap Chelsea were last night.

The outcome of the legal proceedings is not likely to be known for some considerable time. If successful, however, it is likely that Man U would wish to adopt the word “United” as their new registered name, dispensing with the increasingly irrelevant “Manchester” prefix. There is even talk of the club relocating to the south of England to be nearer to the bulk of their fanbase. One possible wrinkle there is that Manchester City have expressed the intention, should they be left as the sole Mancunian football club in the area, of restyling themselves as “Manchester United“. Such a move would require the approval of the FA, UEFA, FIFA, Sky TV and the Gallagher brothers out of Oasis.

The average I.Q. on WACCOE is 35 at age 14.

What Price the Soul of Leeds United?

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After the brief optimism of a few weeks ago, when the first post-Bates day saw welcome changes in the boardroom and welcome signings on the pitch – including one for whom we supposedly paid actual BIG money – things have gone a bit gloomy again over at LS11. The pre-season programme has now brought three successive defeats, including a woeful display at Walsall which Brian McDermott described as his “worst day as Leeds United manager”. The perceived wisdom is that we still need quality additions, including a rock of a centre-half and at least one tricky, fleet-footed winger. Brian’s “priority signing” is still unsigned, and unidentified. Clearly, more serious money is needed. Where’s it coming from?

The sequence of news items has been interesting. Once all that early-July optimism started to wane, the Red Bull story surfaced, and it refused to go away. The fans of course immediately started adding two and two to make five, and the scare stories of team rebranding circulated, along with slightly more feasible rumours of stadium naming rights. The battle lines were drawn; one camp stands firm in its traditionalism and will not tolerate the idea of the team playing at the Red Bull Arena, nor even a glimpse of that devil’s colour red on our pristine white shirts (with the fat blue stripe). On the other side there are those who feel we’ve sunk too low to be coy about appearances and naming rights – show us the money, they say, and you can basically do what you like to us. But we need to be talking massive money – we’re not, after all, some cheap trollop of a club you can buy for a song.

Once the Red Bull story had been around a little, and it had been possible to gauge fans’ reactions, Brian started to appear in the media again with his gloomy face on, bemoaning the lack of progress in the transfer market and making pessimistic noises about having to sell before he can buy. It makes me wonder whether, having realised that there would be significant fan opposition to the idea of naming rights to Elland Road being sold off, GFH might just have briefed Brian to get out there and make these dolorous pronouncements, putting the fear of God up the support that another season of under-achievement awaits and basically softening us up for whatever commercial coup they might have lined up. I’m not saying that Brian will necessarily be so ready to dance to the GFH tune, but I do smell a big, fat rat in terms of how our expectations are being managed, and how our instinctive suspicion of corporate influence over our club’s traditions is being dissipated by worry over lack of transfer money.

The fact is that the precedents are already out there for success at any price, and that we will ignore these new trends at our peril. Man City play at the Etihad, and Arsenal at the Emirates. If corporate stadium names are OK at these two grand old clubs, then why not at Leeds? It’s not as if any Leeds fan would ever call it by any other name than Elland Road anyway, so why the big fuss? We can expect to be wound up by opposition fans and the media, but what’s new about that? Surely the priority now is to give Brian McDermott the tools to finish the job.

If we remain too ignorantly proud to go with the flow, then we have to accept that the price of pride might be one we don’t wish to pay. Do we want to play at the Red Bull Arena in the Premier League, or at Elland Road in the Championship – or maybe even in League One? It might just be that the choice is as simple and stark as that.