Why negativity dilutes the Wallabies brand

By GrecoRoman / Roar Guru

Everybody watching the international friendly between Manu Samoa and the Wallabies would have been impressed by the sheer passion exhibited by the plucky Samoan underdogs.

This was a fantastic opportunity for the tiny minnows of rugby to step up and maximise their peculiar Islander rugby brand.

However, it didn’t end there. In what many pundits have labelled a ‘boil-over’, they even finished the match having scored more points than the men in gold which, technically speaking, was a ‘loss’ for the Qantas Wallabies One Team 2011.

There has been a great deal of vexation on this site and others over the respective points differential at full-time.

Of course, if the game had gone on for another half hour the Wallabies would probably have won the match, but in today’s world of instant gratification that fact has been completely overlooked to focus entirely on the negative side of the equation.

Surely we have to ask ourselves if the Wallaby message is being lost in translation.

Are we as the consumers of rugby union in this country ignoring the strategic overview developed painstakingly by John O’Neill and the Australian Rugby Union?

Rather than go over old ground by focusing on some individual performance paradigm which never addresses the holistic synergies of the group structure, we should look to consider the position the Qantas Wallabies are in at this phase of the 2011 Rugby World Cup journey.

Under head coach Robbie Deans the elite playing roster has implemeted this proactive relational mindset. Time does not stand still and despite the result against Samoa, the individual Wallaby is always thinking 60/60/24/7/365.

There has been much talk of attitudinal complacency, but as Robbie Deans said to an AAP media correspondent: “I don’t know what other people were thinking, but we certainly weren’t (complacent) … and we talked about that – internally and externally. We’ve obviously reviewed the game – now we’re looking ahead.”

This is the critical aspect so many posters have ignored. Sure, the ‘final score’ is possibly the only statistic that many rugby consumers consider at first glance, but what is more important is the seamless integration the Qantas Wallabies have built between the internal and external communication channels.

Moving forwards, or “looking ahead” to the match against the Springboks, the challenge will be to re-purpose the resources of the group without divolving too much in the way of summative evaluation in respect of the Samoa game or losing that integrated culture.

“It’s more about the fact that we lost. It’s more about the fact that we didn’t play well,” he said. “Had we not done either of those two things, the reaction may have been different.”

Robbie is again on the money in this instance.

The reaction may well have been different. This is professional sport after all. Opinions are subjective. What would we be thinking if they had done only one of those things, let alone both?

This is open to debate. We pride ourselves in this country knowing that the Qantas Wallabies are the only side in international rugby that can engage interactively for unplanned-for results. We apply the proverb “a watched pot never boils” not only to our game preparation management, but also our capacity to seize the moment when it arrives.

Even Wallaby captain Rocky Elsom has owned the reality of the criticism generated by the rugby consumer: “I would be surprised if everyone was happy about how it went. As far as I’m concerned, guys get given a jersey to do a job and no other reason.

“I don’t know how else to respond to that,” he said. “We don’t have a habit of talking about those sorts of comments as a group. Whether or not that’s motivation for guys – that’s an individual thing.”

So having identified the job’s variables, the match group develops mixed strategies to internalise the external statements and contain that within a holistic, logic-based paradigm.

There’s no point in incorporating these messages into the overall view without quantifiable parameters – after all, those psychological processes are individual, not necessarily a group-wide competence with the appropriate rugby playing kpi’s structured within it.

Having addressed that, Rocky analysed the dynamics of the group: “I feel like the guys are in a reasonable head space moving forward,” he said.

“As bad as it was, it’s important that everyone sticks together a little bit. We spent a lot of time as a group afterwards – there are things that you can do something about and then there’s everything else. (My message was) don’t dwell on the things that don’t help.”

Having an understanding of what the group can control is about building that circle of influence. Think internal. Think external. Think about what can be controlled. But don’t think about all three at the same time.

“We got to turn our minds onto the South Africans this weekend and respond as well as we can.”

Re-engineer and re-purpose. Focus on what is ahead. A very simple message. A rugby brand that can re-purpose correctly will (at some undefined point in the future) be able to dynamically unleash itself.

The journey to the World Cup is multi-phased, not linear. Think integrated. It seems staggering, but it’s true! The Qantas Wallabies are engaged by the journey and are careful to select their macro inputs.

As consumers of the Wallabies’ product, so should we.

The Crowd Says:

2011-07-22T21:24:17+00:00

Moaman

Guest


Thanks Damo--my thoughts exactly.I am very surprised that anyone atall failed to see that this piece was dripping with satire but I guess I don't live and work in circles where such talk is accepted as common-place. The socalled "psychobabble" is merely an extension of the post-match dribble we are exposed to ad nauseum-interspersed as it is now by additional half-time 'insights' and sideline pontifications.I watch less important games,quite often,with music as my background and allow the talking-heads their 'noddies' in peace. GRECO---You raised the Roar out of the mire with this piece--I was afraid it was slipping into some sort of tabloid place where psychos go to babble. ;-)

2011-07-22T05:02:43+00:00

Damo

Guest


I don't think Truth Teller is his real name, Johnny

2011-07-22T03:54:28+00:00

johnny-boy

Guest


Is that name ironic is it TT ?

2011-07-22T03:53:16+00:00

johnny-boy

Guest


Then p.Tah he should put his views down in his own words and publish them, rather than being scared of the media and relying on grumble media bites or private meetings with a select few. I imagine the Roar would publish it in a flash. If you're not communicating with your customers/supporters in this day and age then you're going to lose support. Especially when things are going badly. You'd hope he'd be smart enough to have learnt something from his time with Mitchell but he doesnt give that impression.

2011-07-22T03:27:16+00:00

ooaahh

Guest


waste of my lunch break

2011-07-22T02:32:36+00:00

Truth Teller

Guest


Slowly slowly Aussies are starting to make the loss against Samoa a hiccup or something to be expected and now I can even read and hear about how Island teams are genuine winners and the next big thing, and all that garbage. The sooner you face the truth the better it gets for you, and the truth is Wallabies are average, they were last year, the year before, and they are this year. The Reds winning Super Rugby was massively a stroke of luck for those who are honest, and for all we know X factor in super Rugby means nothing at International levels. Ask The Kiwis when Carlos Spencer's Blues won the Super 12 in an emphatic way just to crash at the world cup.. The Wallabies' problems are massive and their forwards are hugely average. Some spark in the backs for sure but nothing consistent. I expect a quarter final exist in the World cup but before that watch how the South Africans' B team is going to beat you at home. After all, I am sure they are telling themselves "If Samoa could beat them, and since for sure Spring Box C team would beat Samoa, then for sure we can beat these Aussies". You heard it here first. I will be back after the game to rub more salt to the painful injury of the Aussie pride.

2011-07-22T02:18:30+00:00

p.Tah

Guest


JB, he is far from elitist. He is very down to earth and makes time for everyone, even plebs like me :). It’s not secrecy it’s just the media machine in all sports these days. I've got no idea what Kevin Sheedy says either. I am hesitant to summarise what he said because my recall is pretty ordinary at the best of times and I don’t want anything to be taken out of context. In saying that he basically said we didn't underestimate Samoa, we knew they would be very good, we just didn't perform. He didn't pick the Reds players because they needed a rest (it’s a long campaign leading to the RWC) and he believed the side that was picked would step up and do the job. The loss is very disappointing but that’s life, get on with it and front up for the Springbok game. He loves being the coach of the Wallabies. It is even better than what he expected. He isn't fazed by the criticism aimed at him. It’s part of the job. If you don't like it find a new career.

2011-07-22T01:39:54+00:00

p.Tah

Guest


I don't know, perhaps he keeps it vague to ensure he isn't misquoted.

2011-07-22T01:38:21+00:00

Nick_KIA

Guest


Hey Bush are you a lawyer? I'm always intrigued that you go with the number in brackets thing after spelling the word.

2011-07-22T01:02:18+00:00

The Bush

Roar Guru


Greco, I can't believe you missed the "we finished second today" comment. Easily the best comment of the post-match interview. I might have to stop reading your comments Greco, my work is beginning to question the laughter escaping my office... "However, we are now coming up to the big mountain stages and the Qantas Wallabies team are still the ones wearing the yellow jersey."

2011-07-22T00:35:50+00:00

Harry

Guest


Deans is very lucid, honest and down to earth when speaking at these rugby lunches and dinners. So why the sportspeak twaddle to th media?

2011-07-21T23:53:01+00:00

Simon

Guest


Notwithstanding, to 'get' this article a certain level of understanding of Australian rugby is needed.

2011-07-21T22:53:05+00:00

johnny-boy

Guest


Can you give us a summary of what he said P.Tah. Just opening up to small gatherings is not really communicating to the rugby community, unless he's elitist and doesnt really think they deserve it ? Why all the secrecy publicly from Deans about what is really going on ?

2011-07-21T22:49:10+00:00

p.Tah

Guest


GR, very funny. I am a huge Deans fan but recently his cryptic responses in press grabs have started to wear thin. On occasions I have no idea what he is talking about. However last night I was fortunate enough to attend a Wallaby function MC’d by Brendan Cannon. Cannon put some reasonably tough questions to Deans about the Samoan loss. I was expecting the “own the reality” type comments, but there were none. He was open, honest and spoke in ‘plain English’. It was fascinating to hear. He is impressive. I am back on the Deans bandwagon! I have confidence going into this weekend I didn’t have last Monday morning. Looking forward to Saturday’s game.

2011-07-21T20:27:43+00:00

Damo

Guest


Greco, I think this whole thread, with a still trickling flow of posters who are taking your parody as sincere, offers a frightening insight. How well do we read, listen, comprehend? How quick are we to react and blurt before taking everything in? And many posters obviously are not reading other comments before venting their spleens. Otherwise intelligent and well read people havebeen fooled. Or maybe we are so conditioned to this sort of babble that we have grown to accept it as legitimate language. I am amazed. Someone went as far as calling your 'condescension' -'racist'.! Mate as clever as your piece is, the comments in response take the biscuit

2011-07-21T18:56:01+00:00

Derm

Roar Guru


Greco Think: Bollox Think: Bullshite

2011-07-21T18:52:17+00:00

Justin K2

Guest


Lets see 456 starting caps for the Wallabies vs 216 starting caps for the Samoans. No excuse whatsoever for the Wallabies. Even the big guns didn't help when they came on after 55 minutes, but as Graham Henry pointed out Robbie Deans done what was right after a grueling Super 15 campaign and rested some of the players. It was hard to fathom what went wrong. Was it the tactics? Was it a lack of leadership? Was it a lack of depth? You will always get first test of the year jitters, but as a Kiwi I was shocked and stunned at the result but very happy for Samoa. They have had a good last couple of years. Winning the IRB rugby 7s in 2010 and now beating the Wobblies...I mean the Wallabies

2011-07-21T16:48:34+00:00

sph45

Guest


Wow Scotty. Ummm... you're obviously a prop.

2011-07-21T15:35:56+00:00

Scotty

Guest


Pierre Villepreux is one of the foremost coaches in the history of the game, and currently an IRB Development Manager. Here is his exact quote (from 1993, but still very relevant): "Definition of Rugby: A game, which includes both confrontation (with the opposition) and collaboration (within the team), in which two opposing teams fight to gain possession of the ball, with the aim of scoring against the opposition, as a result of their individual and collective efforts" If it's good enough for the likes of him then it's good enough for the likes of me. http://www.scvyouthrugby.net/IsRugbySafe/decisionmaking_1_.pdf

2011-07-21T12:21:41+00:00

John Driver

Guest


I feel Wallaby individuals need to inject themselves more into each game, all the while playing as a team and for the team. At the end of the day, the passion needs to be there. It is a mental game, played from the heart, where real men step-up to the challenge and, hence, seperate themselves from the "boys" (so to speak). As we are now on the taper into the World Cup, the team needs to take stock from the rich vein of proud Wallaby tradition that has propelled us to such great past victories and move forward into a new era of Australian Rugby world dominance.

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