Episode Details

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 fro