BA of E to change name

[Alex]

Dont know if this is common knowledge yet and i guess this is due to badminton wanting to be "cool" but the Badminton Association of England are shortly to be known as...

"Badminton England"

Dont see the point of it myself but here there we go!

[Phil McBride]

Oh dear god no :eek:

The S.B.U. changed its name to Badminton Scotland some time ago and it was the second most stupid thing they have ever done.

Is there any way to stop this stupidity happening?

[NotBornYesterday]

sPity, BAofE is such a unique acronym-- now to change it to BE :rolleyes:

and you're right phol: the BS -- :D

and they say women are difficult to understand :rolleyes:

[redkingjoe]

BS!!! is that a trick? :rolleyes: or english is so poor naming oneself without knowing.

however, it's a good mix with be. Be BS!!!! it must be bull****ting!!! !! demn right!

[Alex]

I didnt know about the "Badminton Scotland" or "BS" :D

But, yes, it is true, it is happening!

[redkingjoe]

I didnt know about the "Badminton Scotland" or "BS" :D

But, yes, it is true, it is happening!

Really? I couldn't stand it. Is there a spy from England who got into the SBU and change it into BS? i know there's long term tension between england and scotland...better check the background of those who made the decision on changing the name...

even though i'm from non-english speaking place, i know the common usage of BS...you tell me you are a BS member, a member from BS, a BS official rep, the BS CEO, the BS Chairman...i just laugh....hehehe. on the other hand SBU is so cool....most of the ppl in the business community or business major know what a SBU is...so critical..we often say "no BS! OK?" so BS is cursed on a daily basis worldwide...

long time ago there's a famous firm changed it's name into PXX:Pubilc Water Closet...

nobody in the world will change their names from good to bad unless they are nuts or with questionable intentions

[NeilNicholls]

Dont know if this is common knowledge yet and i guess this is due to badminton wanting to be "cool" but the Badminton Association of England are shortly to be known as...

"Badminton England"

I doubt the BAofE particularly wanted it either.
My guess would be that the Government is behind it
To get lottery money from Sport England, you probably have to be part of the same brand.

Maybe we'll see the FA become Football England. Or then again, maybe not.

[Alex]

I doubt the BAofE particularly wanted it either.
My guess would be that the Government is behind it
To get lottery money from Sport England, you probably have to be part of the same brand.

Maybe we'll see the FA become Football England. Or then again, maybe not.

That may well be the case, bit of a shame to see it go, but its also bringing Badminton more recognition; either that or a sign that badminton is getting more recognition?

[Michael Banks]

I doubt the BAofE particularly wanted it either.
My guess would be that the Government is behind itApparently it was thought up by the BAE's commercial consultants and there was no stipulation by the Government to call it anything.

[NeilNicholls]

maybe it's to make it more attractive to the younger generations

"of" and "the" aren't really needed in txt speke
and "Association" is too hard to spell

[Michael Banks]

maybe it's to make it more attractive to the younger generations

"of" and "the" aren't really needed in txt speke
and "Association" is too hard to spell
I see your point Neil, but if we go down the path of shortening everything because it is easier (or being lazier) then it will soon end up as a grunt, so in a couple of years the BAE will be known as 'ug'.

[Phil McBride]

The side hoardings at the AE already say Badminton England

[NotBornYesterday]

maybe it's to make it more attractive to the younger generations

"of" and "the" aren't really needed in txt speke
and "Association" is too hard to spell

that's totally strange reasoning in my op. that'd be undermining the younger generation's ability to spell a simple word. it's badminton -the sport we're talking about, and not a spelling test that they want to make more attractive to the general people. :rolleyes:

[Alex]

The side hoardings at the AE already say Badminton England
Stay tuned for more breaking news fresh from BE and Alex!

[redkingjoe]

i think the shortening thingy does make sense commercially. actually, the major global business communities have awared the benefits of the "shortness". like the Hong Kong and Shanghai Banking Corporation Ltd changed to be HSBC, PriceWaterHouseCoopers uses PWC.... etc those kind of shortening process was started around 10-15 years ago....so it's a bite late changing now but at least BE is doing the right thing...late is better than never. nevertheless, i don't think BS is doing job for whatever reasons.

[KnowAll]

It is true that the change of name was advised by the BAofE's commercial consultants...the same company that the acting Chief Exec is Chairman of. I have seem the ducment and it is my understanding that Badminton England will probably only be used for commercial activities as well as on a new website!

[danbelcher]

i see it as quite positive that they are doing things to market the sport better.
Personally I find the name "The Badminton Assiociation of England" a bit old fashioned and "Badminton England" is the logical name.

[Loafer]

I have seem the ducment and it is my understanding that Badminton England will probably only be used for commercial activities as well as on a new website!
It is incredibly UNLIKELY that the english assoc would use more than one name? if the move to BE is decided upon, as it was plastered all over the AE last week, I think we can assume it is; surely the name will be used in all promotional, commercial and internall communications from here on in.

the use of more than one name (which is, i assume is what you mean by pointing out the use of BE will be LIMITED to commercial activities and the website) can be massively damaging to any brand and if commercail consultants have been used there is no way they would recommend this.

Larry

[Loafer]

Wholeheartedly agree, Badminton Association of England is rather "stuffy"

Personally, I am more than happy with the name change.

as a member of the target demographic I guess the consultants did their job, right?

[Alex]

Wholeheartedly agree, Badminton Association of England is rather "stuffy"

Personally, I am more than happy with the name change.

as a member of the target demographic I guess the consultants did their job, right?

I agree with that!

I think thats its bringing the sport in line with other sports as already mentioned.

[Rodrigues]

What about really thinking outside the box and changing the name Badminton? Three syllables are a bit of a mouthful and the first three letters are hardly appropriate are they?? All down to some army officers home from service in India playing at Badminton House in South Gloucesterhire in the 1870's. Now is that archaic or what? If the'd played instead at Piddletranthide in Dorset, presumably badminton would now be called Piddletranthide not badminton! Time for a change then?? The game needs as many shots in the arm as possible! Some great slogans could be thought up for the IBF and various governing bodies around the world. The English speaking ones could use an effective one llike - We're taking the "bad" out of badminton! Suggestions please? b'minton, beminton, beeminton, smash, featherball......

[Michael Banks]

Badders :D

[Loafer]

Yonex.....;)

[Woody]

Welcome to a bright new future for English badminton.

And what better time to launch the new image of the Badminton Association of England than just 48 hours after Nathan Robertson and Gail Emms' latest triumph in winning the mixed doubles title at the Yonex All England Championships in front of a capacity crowd at the National Indoor Arena.

Record Birmingham crowds attended the Championships to show that badminton interest is booming. And things are about to get even better.

From Tuesday March 15 the BA of E (the governing body for the sport in England) will have a new title – BADMINTON England – and with the new name will go a new approach to a sport played and loved by so many.

Play it. Love it. Live it. That will be the mantra for badminton players throughout England, whether they are Elite professionals chasing Olympic dreams, club players emulating their idols, or leisure centre and health club players competing just to keep fit or simply to enjoy themselves.

BADMINTON England is eager to embrace an ever-changing, technological world and, to that end, the pace of life will be reflected in the Association’s day-to-day activities and through an exciting new-look, user-friendly web site due to be launched on April 3 www.badmintonengland.co.uk

The new image is designed as part of the Whole Sport Plan, for which BADMINTON England is receiving substantial grant aid from Sport England.

Key features in the Plan are:-

- a major new development strategy to get more and more playing the game, across the country;
- the Elite Play programme, dedicated to winning more medals and events for England and GB;
- a new commercial strategy for the Association to reflect its already professional approach and to raise more funds for future development;
- maintaining the service and standards at the magnificent National Badminton Centre in Milton Keynes. (If you haven’t been, it really is worth a visit to see the superb facilities);
- more and better coaching and the release of a brand new coaching DVD;
- better service and products for members;
- events throughout the country, to provide competition at all levels;
- enhanced effort in schools and clubs.

The new image will be more appealing to more people and will encourage an explosion in membership, especially following the magnificent efforts of Nathan Robertson and Gail Emms at the Olympic Games.

The name BADMINTON England will help shed the old-fashioned image and false perception that badminton is just a pastime when it’s a skilful, athletic and demanding sport. But that vital sense of history, an integral part of an Association dating back to 1934, will not be lost.

Indeed, history will still play its part in the new BADMINTON England with the Museum at the National Badminton Centre already boasting photographs of the stars who have brought England so much success already.

David Teasdale, the Interim Chief Executive of BADMINTON England following the departure to Sport England of Stephen Baddeley, has been at the heart of the rebranding operation.

Teasdale, who on Wednesday escorted BADMINTON England Patron, the Duke of York, around the Yonex All England Championships and explained the exciting new changes to him, said: “This rebranding reflects our deter- mination to build a great future on the foundations of a magnificent history.

“The voluntary and professional force of BADMINTON England will now drive forward to develop and grow the game throughout the country. We are grateful for the terrific support of our partners, especially, of course, Sport England.”

So welcome to BADMINTON England. Remember - Play it. Love it. Live it!

[Michael Banks]

I hope they are spending this money wisely and haven't paid the interim CEO many thousands to just think up a new name. What is in the document you saw KnowAll? I also hope they are not just changing the name for commercial ventures, having two names will confuse branding and identity somewhat.

[Alex]

Top post Woody, nice one! :D

[Loafer]

I also hope they are not just changing the name for commercial ventures, having two names will confuse branding and identity somewhat.
there is an echo in here.......here......ere.......re.....e.......

:D

[nickr]

havent been on here for a while....

hmmmm changes loook gooood

I like Badminton England. Call me square call me whatever but Iike it

[NeilNicholls]

Call me an old cynic if you like, but

what better time to launch the new image of the Badminton Association of England
what new image?


Play it. Love it. Live it. That will be the mantra for badminton players throughout England, whether they are Elite professionals chasing Olympic dreams, club players emulating their idols, or leisure centre and health club players competing just to keep fit or simply to enjoy themselves.
yeah, right.


The new image is designed as part of the Whole Sport Plan, for which BADMINTON England is receiving substantial grant aid from Sport England.
what new image?


Key features in the Plan are:-
- a major new development strategy to get more and more playing the game, across the country;
- the Elite Play programme, dedicated to winning more medals and events for England and GB;
- better service and products for members;
- events throughout the country, to provide competition at all levels;

get more people playing the game. OK. That will be good. When it happens.
Elite Play programme. Yes, we already have one of those
better service and products for members. If they mean forming a partnership with Hertz so we can get 5% of car rental (or whatever) then they should stop wasting their time.
events throughout the country, to provide competition at all levels. OK. That will be good. When it happens.


The new image will be more appealing to more people and will encourage an explosion in membership, especially following the magnificent efforts of Nathan Robertson and Gail Emms at the Olympic Games.
what new image?


The name BADMINTON England will help shed the old-fashioned image and false perception that badminton is just a pastime
I doubt it


David Teasdale, the Interim Chief Executive of BADMINTON England following the departure to Sport England of Stephen Baddeley, has been at the heart of the rebranding operation.
rebranding. Making something look different without actually changing anything


“The voluntary and professional force of BADMINTON England will now drive forward to develop and grow the game throughout the country. We are grateful for the terrific support of our partners, especially, of course, Sport England.”

"grow the game". Marketing bulls**t


What is this new image? Can someone tell me what it is?
You don't suddenly get a new image just by saying you've got a new image.
You have to actually do things.

I'm prepared to wait and see. I'll give them a chance.
I think it's all bo****ks, but I'd be happy for them to prove me wrong.

It just seems so similar to how companies work.
A new manager comes in and wants to make his presence felt.
They re-arrange the office furniture. Get rid of offices and go open-plan.
Change the decor. Hang some pictures on the wall. Change the office plants.
Rename some departments. Materials Management becomes "Logistics"
You have to have a "Vision Statement" and a "Mission Statement"

and not one single thing changes in the actual day-to-day operation

Maybe I need a new image. It sounds like I'm an old fuddy-duddy. :rolleyes:

[Michael Banks]

What is this new image? Can someone tell me what it is?
You don't suddenly get a new image just by saying you've got a new image.
You have to actually do things.

Exactly, a new logo, new slogan and new website doesn't make a new start. I am hoping it will be start of a new way of thinking but only time will tell. I wonder how many members are aware of the new image at the moment as I have had no communication about it. There was the feature in the last magazine that was talking about a new beginning and then that is it and if the new stuff was launched at the All England then where is it. This is the biggest criticism of 'Badminton England' before the change and it looks like nothing has altered since.

WHERE IS THE COMMUNICATION!!

A letter or email to all members with the new logo and new philosiphy would be really simple and take 10 minutes. Now repeat after me - communication, communication, communication, communication, communication!

Maybe I need a new image. It sounds like I'm an old fuddy-duddy. :rolleyes:Not at all, and if you are, then just do yourself a new logo.
:p

[Loafer]

I am suprised at the cynical and shortsighted views expressed by you two! I will admit, I do not have any inside knowledge, tight associations to BE, etc. I am merely a humble UK badminton player.

Brand Image is intangible, it is defined by how a company relates to its staff, its customers, it suppliers, and the public as a whole.

there have been many posts criticising the (organisation formally known as) BAofE and they are finally putting a stake in the ground, admitting that they have an old-fashioned image and that to address this they are rebranding and giving themselves a new focus.

What is the first thing that gets posted?

applauding the move? supporting comments? suggestions on how they can succeed

No, MORE Criticism, only this time aimed at the attempts they are making to address the last batch!

I know you have put some nice big caveats in place like "i would be happy for them to prove me wrong" but honestly......

Rather than saying, this is a step in the right direction and "making supportive noises" there is, instead, a plethora of whining followed up with a little "get out of jail free card" in case, god forbid, they DO get things right.

If you genuinely want this re-branding, re-launching to succeed, and you KNOW people from BE view this site, why not put together some CONSTRUCTIVE posting? suggestions, identify what (as part of the target demographic) BE need to address. at the end of the day this sort of excersise is tough enough. Why not give some valuable feedback to help it along instead of sitting there pointing out that it won't?

:mad:

[Woody]

Loafer

For once in my life I wholeheartedly agree with your post.

Unless people can do better themselves they shoul put up and shut up.

By all means be critical if you can in turn be constructive but otherwise!!!

[Loafer]

Loafer

For once in my life I wholeheartedly agree with your post.
Now there is a double edged compliment if ever i read one! - Could have just said, "well at least you didnt post your normal crap...";):rolleyes:

L

[Woody]

I wasn't meaning you be constructive it was aimed at the knockers who just constanly wish to moan.

Your post was absolutely to the point and does not deserve any criticism (my opinion)

[Loafer]

I know you didnt mate, it was the bit in the box i was referring to....

[NeilNicholls]

What is the first thing that gets posted?
applauding the move? supporting comments? suggestions on how they can succeed

No, MORE Criticism, only this time aimed at the attempts they are making to address the last batch!

I know you have put some nice big caveats in place like "i would be happy for them to prove me wrong" but honestly......

Rather than saying, this is a step in the right direction and "making supportive noises" there is, instead, a plethora of whining followed up with a little "get out of jail free card" in case, god forbid, they DO get things right.
Maybe you didn't read the bits where I used the word "good" a couple of times


Unless people can do better themselves they shoul put up and shut up.
Do you mean "Put up or shut up" ?
see, I can be constructive :p


All together now...
Play it. Love it. Live it.

[Phil McBride]

All together now...
Play it. Love it. Live it.

But don't communicate the fact. :p


When is the official launch date of the new logo and rebranding?

[NeilNicholls]

From Tuesday March 15 the BA of E (the governing body for the sport in England) will have a new title – BADMINTON England –

exciting new-look, user-friendly web site due to be launched on April 3 www.badmintonengland.co.uk

Play it. Love it. Live it.

[Loafer]

Maybe you didn't read the bits where I used the word "good" a couple of times

Ok, so I went on a bit of a rant, but you only serve to support my point here, a nice long post and you only made "a couple of good points" and I am sure those were the caveats I mentioned,

yes i just read it again, you said things like "that will be good, when it happens"

hardly an all out supportive comment now is it.

Again, apologies for my rant I just get a little frustrated with this sort of english, "nothing will ever get better, lets all grumble about it" attitude.

[NeilNicholls]

Maybe there'll be more support when we see some action.
The report only talks about plans and strategies

apart from a new name and new logo, what has actually been done.
The new coaching DVD might be available.

The new website hasn't launched yet.
Apparently the BAofE took the criticism of it's current website on board and has done something about it.
Hurrah!
Do you expect me to give "all out suppport" before I see whether it's better or worse.
I will probably judge it on whether it can deliver regularly updated national rankings

My opinion is that the money (my money, members money) spent on the name and logo change has been wasted. Now that it's done, I wouldn't want them to spend more money changing it back though.
That would look really incompetent. (Like when the Post Office or Royal Mail changed it's name to something stupid, and then back again, because the highly paid consultants had got it wrong. How can that be? They're highly paid experts :rolleyes: )

carry on ranting :)
you might change somebody's mind

Play it. Love it.

[Loafer]

I started to reply to this post by quoting Neils and treating each point to its own response. However, I didnt want this to deteriorate into a personal argument between myself and Neil.

Neil chose to highlight all of the negative and potentially negative points of this re-branding exercise and this sort of thing angers me as it happens a great deal.

Bottom line. YES there is a chance that this will all backfire, the money will have been wasted, the new brand will die on it's arse and we will be no better off, and wasnt everything better before we went decimal etc etc etc.

the point I was trying to make was why not highlight the good points? The fact they HAVE listened to feedback, they are trying to address criticism, they have laid out some initial time lines (website live 3rd April etc).

I would suggest the money "wasted" on the name change will have ACTUALLY been spent on research slightly wider reaching than "what should we be called" a number of questions and subjects would have been considered the name just being one of them.

if you have something to say (eg neils desire to see updates to rankings etc) make sure you adress that, contact them until you get a response if you feel that strongly. (again, this is not an attack on you Neil, rather a voicing of a frustration with people who just sit there, contribute nothing and then moan that what they actually wanted was not addressed)

OK, all done *flame proof suit on waiting for replies*.

I'll get my coat......:o:D

[NeilNicholls]

Someone else can highlight the good points
Then we'll have some balance

Who else remembers the time this site tried to put together a letter voicing our joint concerns to the BAofE
They declined to respond.

[Loafer]

Ahhhhhhhhhhh,

but NOW they have their new image to think about.

;):D

Larry

[redkingjoe]

just trying not to get the thread deteriorated into a personal arguement between Neil and Loafer only:

does anyone know how much have they spent on these re-branding thingies? a lot of the costs, i think, were incurred on hiring the outside "image" consultants or PR firms like "O & M"...very deep pocket..and the return on investment is rather abstract on one hand and the impact might even be negative....

(PS1: i think Neil's "negative" "short-sighted" "cynical" post at 20thMarch2005(#25 of this thread) is really a good piece of art. that's posting!!! )

(PS2: unlike some "arguement threads" which boiled down into personal attacks and pure arguing for arguing's own sick, most of the posts in this thread are of very high standard )

(PS3: also, i don't think this thread will become"deteriorated into ppls either supporting me or having a go"")

[Michael Banks]

I knew I had heard the new Badminton England 'slogan' somewhere before. Well it seems to bear more than a passing similarity to eBay - www.ebay.co.uk ;)

Remember - Play it. Love it. Live it!

[redkingjoe]

Actually, I had heard of a similar slogan around 2003 in HongKong:

HK Launches Global Advertising Campaign (Sep 16, 2003)
Visitors and local residents Monday night witnessed the Hong Kong premiere of a new television commercial starring Hong Kong Tourism Ambassador Jackie Chan.
The television commercial is part of the Hong Kong Tourism Board (HKTB)'s new global advertising campaign entitled "Hong Kong- Live it, Love it!" that showcases the city's diversified, exciting and multi-dimensional experiences. Featuring television, radio, print, on-line and outdoor advertising worldwide, the campaign is designed for sustaining the tourism revival momentum, thereby strengthening Hong Kong's position as one of the world's most popular destinations.

"Live it" is an invitation to visitors to experience Hong Kong to the fullest and "Love it" means that visitors will fall in love with the destination, as so many of them do. HKTB Chairwoman Selina Chow said the after 12 weeks of consolidated efforts by the government, tourism industry has staged a recovery that surpassed the most optimistic expectations.

She said the provisional arrival figures for August show that Hong Kong welcomed an astonishing 1.64 million visitors during the month, which represents a return to the positive year-on-year growth of about 9.6 percent.

Chow said, "we are very delighted with both the customer and trade response to the first phase of our global tourism revival campaign -- the Hong Kong Welcomes You! - which has helped lure back early arrivals with irresistible travel offers, special attractions and privileges."

To ensure that recovery can be sustained and to reinforce Hong Kong's long-term image as one of the most preferred Asian destinations, Hong Kong is now launching the new global advertising campaign building on the marketing theme: Hong Kong --Live it, Love it!

With the launch of the campaign, HKTB moves into the second phase of its Global Tourism Revival Campaign that aims at achieving a sustained revival by creating non-stop excitement for visitors and providing a solid platform for the travel trade to package and promote Hong Kong.

Following the premiere Monday night, HKTB will roll out the campaign worldwide, spearheaded by visits to New York and San Francisco in the United States by Chief Secretary Donald Tsang and HKTB Chairwoman.

Over the coming weeks, the HKTB will screen the commercial in various key source markets including the United States, UK, Australia, Canada, Chinese mainland, India, Malaysia, Thailand and some other countries and regions.

Jackie Chen hosts in the television commercial and invites visitors worldwide to come to Hong Kong to enjoy the unique and memorable experiences the city has to offer -- to sense its energy and vitality, to feel the warmth and hospitality of its people, to see the diversity of its attractions and cultures and to taste the wide array of international and Chinese cuisines.

| China Travel Update |

[redkingjoe]

100% Cotton, Pre-shrunk T-shirt. The image shown is on the front. On the back, centered near the top, is the volleyball without the text. The text says: Live It, Love It, Play It. The text and the outline of the ball are in purple.



1390070$15.99Size: SmallMediumX-Large

Customer Service (888) 561-3364
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it seems that the "Live it, Love it Play it" thingy has been used widely in football, volleyball, softball, badminton(in diff combination) etc. does anyone know whether there's any copyright issues?

[redkingjoe]

there is even a volley-ball t-shirt about the slogan: