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We're talking about branding. And in particular, we're looking at one brand. We're looking at the British cycling team, Team Sky, and how, after only two years of racing, they were the most recognised of all the teams on the Tour, the Tour de France.我们今天讨论的是品牌塑造。特别是,我们要讨论一个品牌:英国自行车队——天空车队(Team Sky)。他们在仅仅参加两年比赛后,就成为环法自行车赛中辨识度最高的车队之一。


Yeah, so how did that happen, eh, Richard? Well we should say, of course, that they are an incredibly ambitious and successful team. They didn't start until 2010, did they? And they had this amazing aim to create the first British winner of the Tour de France within five years.是啊,所以这是怎么做到的,理查德?当然必须先说,他们是一支雄心勃勃而且非常成功的团队。他们直到 2010 年才成立,对吧?但他们设下了一个惊人的目标:五年内培养出第一位英国籍的环法冠军。


Mmm, and they actually achieved it within two.嗯,而他们实际上只用两年就达成了目标。


Bradley Wiggins won the Tour de France to become the first British rider in 2012. And then his Sky teammate, Chris Froome, won it the following year. So an amazing achievement for a fairly new company.布拉德利·威金斯在 2012 年赢得环法,成为第一位英国冠军。接着他的队友克里斯·弗鲁姆在次年再次赢得冠军。对一个如此年轻的团队来说,这是了不起的成就。


Going back to 2010, the Sky team, they needed to create a brand that would inspire the world's best riders, didn't they? And to get everyone, their partners and the fans behind it, but without ever having won anything.回到 2010 年,天空车队必须打造一个能激励世界顶尖车手的品牌,对吧?他们需要让所有人、合作伙伴和粉丝都支持他们,而当时他们还没赢得任何比赛。


The man behind Team Sky, the brains, if you like, Dave Brailsford, he approached a British design company... Antidote. ...called Antidote, and they developed together their idea, and they called it The Line.团队背后的关键人物,说是“大脑”也不为过——戴夫·布莱尔斯福德,他找了一家英国设计公司 —— Antidote。他们一起开发了一个概念,并称之为“那条线”(The Line)。


It's been brought to life across everything. The kit, the bikes, the vehicles, the website, the advertising, and the team merchandise. And in fact, it's referred to explicitly in editorials by journalists as well.这个概念被应用在所有地方:队服、赛车、车辆、网站、广告以及队伍周边产品。事实上,甚至记者的专栏文章中也明确提到这个概念。


The Sky team, The Line. Exactly.“天空车队,那条线。”没错。


So where did they get this idea then for The Line? Well, it was an idea that the graphic design company came up with that developed from the team philosophy, this idea that there's a thin line between winning and losing, between failure and success, between good and great.那么他们从哪得到“那条线”的灵感?——这是设计公司基于团队哲学提出的概念:胜利与失败、成功与挫折、优秀与卓越之间,只有一条非常细微的界线。


And Team Sky think it's a fine line that challenges everything that they do. Yes, and now they say, isn't it, we ride the line every day. Yeah.天空车队认为,这条细线是他们所做的一切的挑战。是的,他们现在常说:“我们每天都在那条线上骑行。”没错。


I quite like the idea as well that The Line represents the line of cyclists that you see when you watch the Tour de France, when you see the peloton stretched out. I quite like that idea as well.我也很喜欢另外一种解释:那条线代表你在环法比赛中看到的车队长龙,整队车手延伸成一条线。我也很喜欢这种说法。


But they took this line, this idea of The Line, the graphic designers, and they put that amazing bright blue strip all the way down the back of the riders against their black shirts.而设计团队将“那条线”视觉化,在车手的黑色队服背后加入了一条非常醒目的亮蓝色线条。


And it's extraordinarily striking. Yes, and it's practical as well because obviously that line of blue stands out against the black so the riders can pick each other out more easily during races, as do the fans on the roadsides and those watching on TV.效果极其抢眼。是的,而且很实用,因为亮蓝色在黑色背景上非常突出,车手在比赛中更容易辨认队友,路旁的粉丝和电视观众也能更清楚看到。


Yeah, the helicopters. When the helicopter goes over, you can see the Sky train. Exactly.对,尤其是直升机拍摄时——一飞过,你就能看到“天空列车”(Sky train)。没错。


And the interesting thing is though, it's not the colours of Sky, they're sponsors either.有趣的是,它甚至不是天空电视台(赞助商)的品牌颜色。


It's a completely separate colour that they've developed just for the cycling team. A whole new concept that goes with the team.这是他们专门为车队设计的全新颜色,是一个全新的品牌概念。


Well, it's certainly worked, hasn't it, Richard, in creating a strong identity.这一切显然非常成功,不是吗,理查德?成功打造了强烈的品牌识别度。


It's certainly a strong, very strong corporate identity. 它的确建立了非常强大的企业识别形象。

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