CARDIFF CITY REBRAND BOOK PREVIEW

Book Review – Cardiff City Rebranded – Bluebirds and Red Dragons
By: Allan Kemp

Link
http://www.pitchpublishing.co.uk/shop/c ... -rebranded

In 2012, Cardiff City, a proud club with a cherished history and a passionate fan-base faced a rebrand like that never seen before in British football. It lasted 947 days and would rock the club to its very core.

Title: Cardiff City Rebranded – Bluebirds and Red Dragons

Author: Scott Johnson
Price: £12.99

Liverpool playing in blue, Manchester City in yellow, Newcastle swapping black and white for red and white? The very thought drives fear into most supporters, as a clubs colours and their badge represent the very heart of a club’s identity, history and traditions. In short the club’s soul.

Unthinkable? Well no, this is what happened to the supporters of Cardiff City as blue became red and bluebird became a dragon. It lasted 947 days, coincided with success and failure on the pitch and caused a civil war on the terraces, where supporters were driven by fear, distrust and a total disconnection with the club and its eccentric owner Vincent Tan. The whole emotional journey of the rebrand and its impact on Cardiff City is covered in the excellent ‘Cardiff City Rebranded – Bluebirds and Red Dragons.’
Author, Johnson opens the book with an overview of Cardiff’s history with moments of glory followed by many years in the doldrums. Interestingly the club was already rebranded in 1910, while more recently under the ownership of Sam Hassam (a chairman not opposed to new ideas) and Peter Ridsdale had left the club in need for investment and a desire for change.
With the club saddled with high debt and facing extinction, Cardiff’s ‘saviour’ was Malaysian businessman, Vincent Tan. The deal; Cardiff’s future in exchange for a new red kit and a new badge i.e. the rebrand.

Talking to key people involved on both sides, Johnson examines the bombshell that was the change in kit colour, when its news was first leaked without any supporter consultation. Under a culture of fear, desperation, rumour and mistrust, supporters clashed as they tried to come to terms with a loss of identity or a loss of their club. Supporters were split and the clashes at times violent.

As with all footballing decisions, big or small, everything is underpinned by what happens on the pitch. Big name signings helped Cardiff end their first season in red as champions, promoted to the Premier League (Cardiff back in the top flight after a 53-year absence) and with Tan celebrating on the pitch and a sea of red in the stands.

However, as Johnson explores, even against this backdrop of success there were always tensions just below the surface not helped by a number of subtle initiatives such as issuing free red scarfs, censoring the stadium announcer and restricting the number of times Cardiff performed in the now blue away kit.

The bubbling resentment would come dramatically to a head during what should have been a season of excitement as the Premier League dream swiftly became a nightmare.

As the rebrand unravels, Johnson takes us through the contributing factors from the highly public divorce and bitter fall out with popular manager Malky Mackay and the subsequent relegation under Ole Gunnar Solskjaer. Both events were played out against a backdrop of increasing irrational behaviour at the top, including accusations of board level influence in team tactics and the bizarre promotion of a young work experience lad to head of recruitment.

As Cardiff stumbled from one public relations disaster to another, each one exaggerated in the glare of the global media machine that accompanies a Premier League club, the supporter protest groups were becoming increasingly united and vocal in their quest to return to blue.

A campaign of marches, songs and merchandise boycotts gathered momentum as Cardiff began life back in the Championship, but it was on a cold Saturday afternoon in January when the penny finally dropped. The sight of just 4,194 fans watching the 3rd round FA Cup tie versus Colchester was the turning point, the club could not continue like this and finally a week later the rebrand was dead.

After covering every turn of this soap opera, Johnson concludes his superb book with an analysis of the rebrand. He talks of the lost supporters and legacy of broken friendships. There was no ‘bounce’ after the return to blue as many no longer have a connection with the club and it is undoubtedly in a weaker position than before the rebrand. This makes for sad reading as throughout the book supporters will think about their own clubs, what these mean to them and the emotional ties that we have with our clubs. It raises questions about who owns a club whether the fans or the owner putting in their cash.

You will sympathise with the Bluebirds predicaments and wonder how you would react if it was your club under threat.

Scott Johnson’s book is emotive and thought provoking read. It gives a balanced view of Cardiff’s history over those 947 days and takes the reader on this journey. It is a must read for all fans who care about their club and its future.

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No thanks. That's part of our history I'd rather forget.

Agree, what a pointless book. I didn't spend anything on the rebrand so I am not going to spend £12.99 reading about it.

Well at least someone will make money out of the rebrand but I'll be waiting till its 50p in a charity shop before I buy it.At least then I'll know my hard earned 10 bob will be going to a good cause.

Agree with the above, hated the rebrand certainly won't be buying a book to read about it.

One criticism. Cant remember a "sea of red in the stands" celebrating promotion. Most people - not all admittedly-kept with the blue so it was a hardly sea of red. Comments like this help to perpetuate the myth that most fans were happy with red as long as we were winning.

Agree with all the above comments I won't be spending any money on reading about something best forgotten.

Comments like this help to perpetuate the myth that most fans were happy with red as long as we were winning.

On the contrary mate, that's exactly what it proves. It gives me no satisfaction in saying this but that is exactly right.

From averaging 22,900 in Red and winning the Championship to averaging 27,500 in the Premiership in Red back down to crowds as low as 12-13,000 when losing in Blue absolutely prove that most people didn't care what colour we were in providing we were either winning on in the Premier League.

Sadly, its undeniable.

Saw my first match in December 1964, have followed the bluebirds with a passion ever since, i don't portray to know everything there is to know about the city, but i know quite a fair bit.
I have bought and read every book on the city out there, but this is one i will pass on. Tan and the rebrand ruined our once famous club, split the supporters and killed the passion. The day Tan leaves the club will be a joyous day in my household.
Tan is despised by my family as much as thatcher was, and that takes some beating.

as the saying goes "once a BLUEbird, always a BLUEbird"

Tan out

Just spotted an e-mail from Amazon - my wifes ordered it for my birthday at the end of the month as a suprise - she forgot Amazon send e-mail notifications out!!!

I hope they've only done a limited run, a couple of thousand maybe. Can't see this being a big seller tbh.

During the rebrand it made me sick to see people at the stadium decked out in red. Especially grown men so I most definitely don't want to read about it that's for sure.

The perfect Christmas gift to give to a City fan that you don't like. Comes with a free bag of festive nails so that they can hammer them into their knees whilst reading it as a welcome distraction.

I don't see what's wrong with this? Yes a bad stage of the clubs history but there are plenty of other bad things that happened.. good luck to him hope it sells well.

The perfect Christmas gift to give to a City fan that you don't like. Comes with a free bag of festive nails so that they can hammer them into their knees whilst reading it as a welcome distraction.

Also multi purpose, it's made from thickened paper for extra burning time just incase the heating goes off.

Is this the same Scott Johnson who writes his drivel in the Echo? I wouldn't buy this book anyway, but if it's the same clown who writes for the Echo, absolutely no chance!

Is this the same Scott Johnson who writes his drivel in the Echo? I wouldn't buy this book anyway, but if it's the same clown who writes for the Echo, absolutely no chance!

I think it is and I do agree he posts some odd stuff on City, literally most baffling opinions I seen.

I'd rather drag my balls through 3 miles of broken glass just to hear Vincent tan fart through a walkie talkie

Is this the same Scott Johnson who writes his drivel in the Echo? I wouldn't buy this book anyway, but if it's the same clown who writes for the Echo, absolutely no chance!

I think it is and I do agree he posts some odd stuff on City, literally most baffling opinions I seen.

I shake my head in amazement at some of Scott Johnson's articles and I don't think I've ever agreed with anything he's said!

No thanks. That's part of our history I'd rather forget.

The whole point of history is to learn from it and not make the same mistakes again.

Hi, if you decide the book is not for you, that's fine by me, but anyone saying they would rather forget about that period in the club's history, I do have a problem with that.

The primary reason for me writing it is because I don't want anyone to forget about what happened and I don't want anyone to have to go through anything like this ever again.

I also still feel sorry for those that felt the need to walk away too. I wanted to draw some attention to them because they have been forgotten about.

I just wanted a book like this to exist, and no one else was going to write it!

Hi, if you decide the book is not for you, that's fine by me, but anyone saying they would rather forget about that period in the club's history, I do have a problem with that.

The primary reason for me writing it is because I don't want anyone to forget about what happened and I don't want anyone to have to go through anything like this ever again.

I also still feel sorry for those that felt the need to walk away too. I wanted to draw some attention to them because they have been forgotten about.

I just wanted a book like this to exist, and no one else was going to write it!

Mate,i just ordered it on amazon,ignore most of these ignorant lot

From Facebook



Ian Hallam

I have just seen that there is a book out about our infamous rebrand. A number of my Cardiff City friends are saying they have no intention of buying it as it is a part of our history they want to forget. I don't think I would have any problem buying it as I would like to get a feel of how the average Cardiff fan felt then.

I would be surprised if Mr Average felt the same as I did then. From what I saw I would say Mr Average bent forwards in accepting the rebrand. I'm trying to be kind in my words here.


For me and those close to me know, I totally detested the rebrand and want to see the back of Vincant Tan. I will still be shouting Tan Out even if he takes Cardiff onto the champions league winners. Although my dislike for Tan is something I have not experienced since the day 7 lads from my village beat me up because I went to a different school to them, the biggest disappointment for me were the Cardiff fans themselves. I don't think I will ever look at Cardiff fans again in the same light. Give me a fan from the 70s, 80s and 90s any day now.


There are a few things I just could not understand or work out through that rebrand. The new supporters who wore the red I disregard but those who had been going for years like me I just could not work out why they wore the colour. Some said it was because that is what the players wore. I just could not accpet that. Some said they had been waiting 50s years for top flight football so bought into it. Sorry but as far as I am concerned you are not a fan of Cardiff City FC if that is your reason. I could mention a few incidencies but will limit it to just one more. One guy I spoke to was quite happy for Tan to bail the club out but when that was complete would then turn against him. As far as I was concenred that made him as bad as Tan himself.


I was well known for my stand against the rebrand and a few supporters I knew kept their distance from me. I had no problem with that is they could not look me in the eye about what I believed in. I had a few of them try to belittle me. One being known as the Red Leader who as far as I am concenred when Tan goes the club should ban the guy. How the hell he got away with his threatening behavious is beyond me then again the club board did not care. With that in mind I hope they all bugger off whe Tan leaves. The worse case I had though was outside the ground at Wolves away when I got attacked by one of them with his 6 mates in tow. Fortunately he turned out ot be a right poof although he was twice my size.


So summing up for me Mr Cardiff City during the rebrand sold out. That's me using polite words again. The only thing that bugs me now are those who tell me to move on. Those telling me that are the ones who bent forward. You see they tell me Tan has apologised by returing us to blue. Rubbish, he had no choice else there would have been a handful of people watching his image. Everyone is now praising Tan because we got Warnock. Well once again he had no choice because he tried to keep us in the championship on the cheap by selecting Trollope. So Mr Cardiff City average besiodes selling out you are coming over a bit naive as well.It's time like this I really wished we had done a Portsmouth.

Handy door stop

No thanks. That's part of our history I'd rather forget.

The whole point of history is to learn from it and not make the same mistakes again.

I said from day 1 the rebrand was a mistake so I got nothing to learn.

No thanks. That's part of our history I'd rather forget.

The whole point of history is to learn from it and not make the same mistakes again.

I said from day 1 the rebrand was a mistake so I got nothing to learn.

Maybe it's target audience is the pro red retards and tan apologists on this board so they can learn from their mistakes.

From Facebook



Ian Hallam

I have just seen that there is a book out about our infamous rebrand. A number of my Cardiff City friends are saying they have no intention of buying it as it is a part of our history they want to forget. I don't think I would have any problem buying it as I would like to get a feel of how the average Cardiff fan felt then.

I would be surprised if Mr Average felt the same as I did then. From what I saw I would say Mr Average bent forwards in accepting the rebrand. I'm trying to be kind in my words here.


For me and those close to me know, I totally detested the rebrand and want to see the back of Vincant Tan. I will still be shouting Tan Out even if he takes Cardiff onto the champions league winners. Although my dislike for Tan is something I have not experienced since the day 7 lads from my village beat me up because I went to a different school to them, the biggest disappointment for me were the Cardiff fans themselves. I don't think I will ever look at Cardiff fans again in the same light. Give me a fan from the 70s, 80s and 90s any day now.


There are a few things I just could not understand or work out through that rebrand. The new supporters who wore the red I disregard but those who had been going for years like me I just could not work out why they wore the colour. Some said it was because that is what the players wore. I just could not accpet that. Some said they had been waiting 50s years for top flight football so bought into it. Sorry but as far as I am concerned you are not a fan of Cardiff City FC if that is your reason. I could mention a few incidencies but will limit it to just one more. One guy I spoke to was quite happy for Tan to bail the club out but when that was complete would then turn against him. As far as I was concenred that made him as bad as Tan himself.


I was well known for my stand against the rebrand and a few supporters I knew kept their distance from me. I had no problem with that is they could not look me in the eye about what I believed in. I had a few of them try to belittle me. One being known as the Red Leader who as far as I am concenred when Tan goes the club should ban the guy. How the hell he got away with his threatening behavious is beyond me then again the club board did not care. With that in mind I hope they all bugger off whe Tan leaves. The worse case I had though was outside the ground at Wolves away when I got attacked by one of them with his 6 mates in tow. Fortunately he turned out ot be a right poof although he was twice my size.


So summing up for me Mr Cardiff City during the rebrand sold out. That's me using polite words again. The only thing that bugs me now are those who tell me to move on. Those telling me that are the ones who bent forward. You see they tell me Tan has apologised by returing us to blue. Rubbish, he had no choice else there would have been a handful of people watching his image. Everyone is now praising Tan because we got Warnock. Well once again he had no choice because he tried to keep us in the championship on the cheap by selecting Trollope. So Mr Cardiff City average besiodes selling out you are coming over a bit naive as well.It's time like this I really wished we had done a Portsmouth.

Who is Ian Hallam? Another self indulged whopper.

"Well known for my stance on the rebrand" Cringe.

From Facebook



Ian Hallam

I have just seen that there is a book out about our infamous rebrand. A number of my Cardiff City friends are saying they have no intention of buying it as it is a part of our history they want to forget. I don't think I would have any problem buying it as I would like to get a feel of how the average Cardiff fan felt then.

I would be surprised if Mr Average felt the same as I did then. From what I saw I would say Mr Average bent forwards in accepting the rebrand. I'm trying to be kind in my words here.


For me and those close to me know, I totally detested the rebrand and want to see the back of Vincant Tan. I will still be shouting Tan Out even if he takes Cardiff onto the champions league winners. Although my dislike for Tan is something I have not experienced since the day 7 lads from my village beat me up because I went to a different school to them, the biggest disappointment for me were the Cardiff fans themselves. I don't think I will ever look at Cardiff fans again in the same light. Give me a fan from the 70s, 80s and 90s any day now.


There are a few things I just could not understand or work out through that rebrand. The new supporters who wore the red I disregard but those who had been going for years like me I just could not work out why they wore the colour. Some said it was because that is what the players wore. I just could not accpet that. Some said they had been waiting 50s years for top flight football so bought into it. Sorry but as far as I am concerned you are not a fan of Cardiff City FC if that is your reason. I could mention a few incidencies but will limit it to just one more. One guy I spoke to was quite happy for Tan to bail the club out but when that was complete would then turn against him. As far as I was concenred that made him as bad as Tan himself.


I was well known for my stand against the rebrand and a few supporters I knew kept their distance from me. I had no problem with that is they could not look me in the eye about what I believed in. I had a few of them try to belittle me. One being known as the Red Leader who as far as I am concenred when Tan goes the club should ban the guy. How the hell he got away with his threatening behavious is beyond me then again the club board did not care. With that in mind I hope they all bugger off whe Tan leaves. The worse case I had though was outside the ground at Wolves away when I got attacked by one of them with his 6 mates in tow. Fortunately he turned out ot be a right poof although he was twice my size.


So summing up for me Mr Cardiff City during the rebrand sold out. That's me using polite words again. The only thing that bugs me now are those who tell me to move on. Those telling me that are the ones who bent forward. You see they tell me Tan has apologised by returing us to blue. Rubbish, he had no choice else there would have been a handful of people watching his image. Everyone is now praising Tan because we got Warnock. Well once again he had no choice because he tried to keep us in the championship on the cheap by selecting Trollope. So Mr Cardiff City average besiodes selling out you are coming over a bit naive as well.It's time like this I really wished we had done a Portsmouth.

Who is Ian Hallam? Another self indulged whopper.

"Well known for my stance on the rebrand" Cringe.

I'm Ian Hallam and yes I am well known for my stance as most know on here with quite a few knowing me personally.

This quote was taken from my Facebook account which I have no problem with. I could elaborate a bit more on who knows me but can't be arsed.

So who the f**k are you? I have my feelings who.

From Facebook



Ian Hallam

I have just seen that there is a book out about our infamous rebrand. A number of my Cardiff City friends are saying they have no intention of buying it as it is a part of our history they want to forget. I don't think I would have any problem buying it as I would like to get a feel of how the average Cardiff fan felt then.

I would be surprised if Mr Average felt the same as I did then. From what I saw I would say Mr Average bent forwards in accepting the rebrand. I'm trying to be kind in my words here.


For me and those close to me know, I totally detested the rebrand and want to see the back of Vincant Tan. I will still be shouting Tan Out even if he takes Cardiff onto the champions league winners. Although my dislike for Tan is something I have not experienced since the day 7 lads from my village beat me up because I went to a different school to them, the biggest disappointment for me were the Cardiff fans themselves. I don't think I will ever look at Cardiff fans again in the same light. Give me a fan from the 70s, 80s and 90s any day now.


There are a few things I just could not understand or work out through that rebrand. The new supporters who wore the red I disregard but those who had been going for years like me I just could not work out why they wore the colour. Some said it was because that is what the players wore. I just could not accpet that. Some said they had been waiting 50s years for top flight football so bought into it. Sorry but as far as I am concerned you are not a fan of Cardiff City FC if that is your reason. I could mention a few incidencies but will limit it to just one more. One guy I spoke to was quite happy for Tan to bail the club out but when that was complete would then turn against him. As far as I was concenred that made him as bad as Tan himself.


I was well known for my stand against the rebrand and a few supporters I knew kept their distance from me. I had no problem with that is they could not look me in the eye about what I believed in. I had a few of them try to belittle me. One being known as the Red Leader who as far as I am concenred when Tan goes the club should ban the guy. How the hell he got away with his threatening behavious is beyond me then again the club board did not care. With that in mind I hope they all bugger off whe Tan leaves. The worse case I had though was outside the ground at Wolves away when I got attacked by one of them with his 6 mates in tow. Fortunately he turned out ot be a right poof although he was twice my size.


So summing up for me Mr Cardiff City during the rebrand sold out. That's me using polite words again. The only thing that bugs me now are those who tell me to move on. Those telling me that are the ones who bent forward. You see they tell me Tan has apologised by returing us to blue. Rubbish, he had no choice else there would have been a handful of people watching his image. Everyone is now praising Tan because we got Warnock. Well once again he had no choice because he tried to keep us in the championship on the cheap by selecting Trollope. So Mr Cardiff City average besiodes selling out you are coming over a bit naive as well.It's time like this I really wished we had done a Portsmouth.

Who is Ian Hallam? Another self indulged whopper.

"Well known for my stance on the rebrand" Cringe.

I'm Ian Hallam and yes I am well known for my stance as most know on here with quite a few knowing me personally.

This quote was taken from my Facebook account which I have no problem with. I could elaborate a bit more on who knows me but can't be arsed.

So who the f**k are you? I have my feelings who.

Well Said Ian and You were 100% against the Rebrand/took 2 years of shit for it,but stood Proud

From Facebook



Ian Hallam

I have just seen that there is a book out about our infamous rebrand. A number of my Cardiff City friends are saying they have no intention of buying it as it is a part of our history they want to forget. I don't think I would have any problem buying it as I would like to get a feel of how the average Cardiff fan felt then.

I would be surprised if Mr Average felt the same as I did then. From what I saw I would say Mr Average bent forwards in accepting the rebrand. I'm trying to be kind in my words here.


For me and those close to me know, I totally detested the rebrand and want to see the back of Vincant Tan. I will still be shouting Tan Out even if he takes Cardiff onto the champions league winners. Although my dislike for Tan is something I have not experienced since the day 7 lads from my village beat me up because I went to a different school to them, the biggest disappointment for me were the Cardiff fans themselves. I don't think I will ever look at Cardiff fans again in the same light. Give me a fan from the 70s, 80s and 90s any day now.


There are a few things I just could not understand or work out through that rebrand. The new supporters who wore the red I disregard but those who had been going for years like me I just could not work out why they wore the colour. Some said it was because that is what the players wore. I just could not accpet that. Some said they had been waiting 50s years for top flight football so bought into it. Sorry but as far as I am concerned you are not a fan of Cardiff City FC if that is your reason. I could mention a few incidencies but will limit it to just one more. One guy I spoke to was quite happy for Tan to bail the club out but when that was complete would then turn against him. As far as I was concenred that made him as bad as Tan himself.


I was well known for my stand against the rebrand and a few supporters I knew kept their distance from me. I had no problem with that is they could not look me in the eye about what I believed in. I had a few of them try to belittle me. One being known as the Red Leader who as far as I am concenred when Tan goes the club should ban the guy. How the hell he got away with his threatening behavious is beyond me then again the club board did not care. With that in mind I hope they all bugger off whe Tan leaves. The worse case I had though was outside the ground at Wolves away when I got attacked by one of them with his 6 mates in tow. Fortunately he turned out ot be a right poof although he was twice my size.


So summing up for me Mr Cardiff City during the rebrand sold out. That's me using polite words again. The only thing that bugs me now are those who tell me to move on. Those telling me that are the ones who bent forward. You see they tell me Tan has apologised by returing us to blue. Rubbish, he had no choice else there would have been a handful of people watching his image. Everyone is now praising Tan because we got Warnock. Well once again he had no choice because he tried to keep us in the championship on the cheap by selecting Trollope. So Mr Cardiff City average besiodes selling out you are coming over a bit naive as well.It's time like this I really wished we had done a Portsmouth.

Who is Ian Hallam? Another self indulged whopper.

"Well known for my stance on the rebrand" Cringe.

I'm Ian Hallam and yes I am well known for my stance as most know on here with quite a few knowing me personally.

This quote was taken from my Facebook account which I have no problem with. I could elaborate a bit more on who knows me but can't be arsed.

So who the f**k are you? I have my feelings who.

Well said.
Some 'new' poster looking for a wind up by the looks.