Branding - why Rapha stands out in the crowd

In 1937 Dale Carnegie wrote a book called how to win friends and influence people. Not very humane and empathic for a title, is it? This is considered one of the first self-help books ever made, more importantly, it is considered a bible for communicators and marketing advisors still today.

Some brands are more catchy than others, as normal you might add. Why is it that some brands "get to us" more than others? We somehow identify with certain brands more than others. Who's choosing who?  No matter the answer, does it really matter? If cyclists are vain and by definition concerned by what they look like, it does matter.

My story

Three years ago I was on a plane reading an in-flight magazine. There was this small picture and a mere four lines about two friends who had started a cycling brand called Rapha, they specialised in quality clothing for the rider who wants the little extra. I took a note of that brand and decided to investigate further. And before you ask, no I don't own any stocks in the company, and I have never received anything I haven't paid full price for. What I enjoyed the most on their website was the stories. The stories about the nature of cycling, why the company was founded and those "epic" pictures taken by Ben Ingham that illustrated rides adding depth to the stories. And of course I like to think of myself as a guy who believes quality does matter. Basically I think the brand touched my feelings when it comes to cycling. The same feeling I got when I read the words of Phil Deeker's for the very first time (described in my very first blog post). This is what I relate to when it comes to cycling, and because of that I should be a part of it. On the other hand it could might as well been what I wanted to be a part of. To Simon Mottram, it probably doesn't matter as much but I like to think of myself to be as conscious as possible when I make my decisions.

What a brand Rapha has become. They are actually the best company I've known when it comes to branding, at least in the cycling industry. Today when globalisation is only a mouse-click away, branding is virtually impossible if you don't possess and/or deliver the life, goods or style you're claiming to have.

To me Rapha adds a further dimension celebrating the suffering in cycling. Like the ride celebrating the 100 years since the Tourmalet was first climbed in the Tour. Also the soon finished Rapha festive 500km which is set to enhance winter fitness during the food fiesta Christmas has become adds to the position Rapha's gained in the market. Very clever.

Not to mention the news concerning ASO and Rapha recently, where Rapha will be strategic marketing and product partner to ASO. This is of course a result to what Rapha has accomplished so far both product-wise but also their ability to share powerful stories cyclists can relate to. in today's world of information overload, only the ones with the strongest stories within their niche will survive.

  

I have some of their kit, and I'm very satisfied. I don't know if my bib or jersey are much more stylish than others, but I'm very comfortable with the quality of the products I have. I have tested some brands and I have to say that the quality Rapha gives is very good. If doing a blind test, would I know I'm wearing Rapha or Assos? Probably not. Maybe that proves I'm just a product of marketing managers and not that conscious I'd like to be.

To me simplicity and quality rules, but when the products are this pricey as they are, I might check elsewhere next time. But I know I'll get back to Rapha, if not to shop, but to get into their world by reading stories and look at the pictures.

The unsung heroes II

Is there no I in team?

Riders always get the most attention, at least in most teams. During the Grand Tour TV-viewers, at least the most eager ones, turn on at 11:30, just in time to see Christian Prudhomme waving the flag to the riders. Then of course, you don't think about the riders' freshly washed bibs and jerseys, the perfectly balanced food and liquids you see the riders receive food in he feed zone. You probably don't use much energy thinking of the soigneurs who prepared it in the morning under the chef's watchful eye.
In the last blogpost I stated that cycling indeed is a teamsport. This post is about them you don't often see, but their role in the team is of most importance.

Who are these people? 

Gerard Vroomen's Cervelo Test Team consisted of 85 individuals, whereas 39 of them were riders including men and female riders. That is 46 soigneurs, masseurs, mechanics, race engineers, marketing people, chef(s), bus driver(s), sports directors (DS), doctors, physiotherapists, coaches, sponsor liasons and the list goes on. 

These guys work when the riders are sleeping. Everything from washing bikes and jerseys to mixing liquids for the next day, that's their job. Do you think riders carrie their own luggage to the hotel room? At least not after 5 hours on the bike in hot conditions mid-summer. Riders are still responsible to pin their own number before start, most do so on the actual race day, some do so because they are superstitious, others because that is just how their ritual is.

Before the race, some soigneurs prepare their rider's legs, a rub down with oil, softening the muscles while the riders cope with their own nervousness their own way. The strokes are unique to each rider, the soigneurs know exactly how each rider prefers his massage. After a race, the soigneurs take care of the riders, making sure they are well hydrated and fed a small meal to help recuperating. Later the they put up their massage table and works the knots and stress out of the rider's bodies, making the muscles regain their softness. Basically, a soigneur makes sure that the rider only has to think of the upcoming race. Everything else the soigneurs take care of.  

The chef along with the soigneurs have prepared today's meal which will be handed out to the riders in the feed zone. There will also be a back-up some kilometres up the road if a rider would miss the bag. Carefully put together founded in nutrition but put together to the different riders' best. Also some bags are placed in the DS' cars along with coke and cookies in addition to the bottles, spare bike parts, wheels and other necessities.    

Picture by clarkmaxwell

During the race, the DS governs the team using the two-way radio as well as the pre-planned tactics ruled out earlier that day, giving information to the riders of breakaways, any obstacles ahead of the peloton like a narrow brigde, how long to the next climb and so forth. In the team car he follows the live television feed as well as the official race radio if there are any.

Immediately after a race or stage is over, the rider's bike is taken from him, hosed down and thoroughly examined by the mechanic responsible. They work efficiently while the riders walk stiff and sore to the teambus. Most times a rider doesn't even see his bike before the next day, unless there is a discussion about whether to use a different chainset for the next stage. Every detail counts, from seat height and type of saddle to distance saddle behind braquet are important as every rider have their own opinion of how this should be and the mechanics have the data on each rider stored. If they experience a problem or wish to discuss a matter, they might call for support from the i.e SRAM or Shimano, they of course are present at every race. 

Dinnertime

After the riders have received their massage, the mechanics have stored the bikes in the truck there is time for dinner. Normally they all eat together, sharing a large meal with perhaps a very small glass of wine. 

People following a team during a GT will see the difference as time goes by. The happy, nervous chatter will not be there at the end of a three week tour, the riders still eat but they "force" the food down rather than enjoying the taste.

Sponsors are circulating the team constantly, trying to get a picture and a few well ment words with the stars.

The riders turn into a team on the bike. The sporadic chatter amongst the riders bring them together, their weaknesses as well as their strengths are invertible revealed during the training rides together at camp. There is no way of hiding, and the riders can after the first camp figure out those who will sacrifice their chances for the team benefit and those who will not.

The team hiding behind the spotlight turn into a team off the bike. Having devoted their life to other's well being, they rarely are given appreciation for what they do. But one thing is clear; a good soigneur will be missed.

Leading a professional cycling team today is difficult. A dynamic, complex structure, lots of logistics and tiny details people normally don't even think of, become critical in order to succeed. After all, a team win together, but loosing is still something you do on your own.

The vanity in cycling

Cyclists are an incredibly vain group of people. The PROs lead the way and are excessively proud of their achievements and concerned about their appearance. The minute someone leads the GC at le tour, you can bet your overshoes that the next day that rider will be dressed in yellow from top to toe, including gloves and socks. And don't forget the yellow handlebar tape, matching shades, wheels, pedals, chain, cables and the list goes on. Manufactures and brands take advantage of this of course, anyone who don't remember Contador's yellow pedals Look flew in the night before the last stage in le tour 2009?

Rules to live by  

This also applies for amateurs. Many bike forums on the internet tells that story, both in a humorous tone but also in a very serious matter. Tan lines are heavily discussed whether they should be razor-sharp or squidgy around the edges. How long should the socks be and what colour? Well, according to the experts that depends on colour and length of your bib shorts. Could be quite difficult for the beginners of this sport, although there is reason to believe they know what they are doing getting into the sport. Get into a sportive or training ride with unshaved legs and someone will look at you with a strange look. At least that's what I've been told.

Pozzato working on the tan

Some races are naturally more vain than others. During le tour, the riders seems to enjoy getting all dressed up with the fancy jerseys and the much needed accessories. Thor Hushovd said in an interview after winning the WC that he was looking forward to "jazz my bike up in white with rainbow colours everywhere, same with my helmet. I'm going to be a complete dandy" was his words.    

So I guess that what we all should do then, follow the unwritten rules of how to dress in the cycling sport. There are, however, other options. Be reasonable and wear what you like. But there are certain things only a handful riders can get away with...

Cipollini in one of his famous suits