Cook has become some what an enigma at city, often vocal in his opinions on club matters (good and bad). He has become the main man in terms of City’s development on the ground! He has a fondness for marketing jargon ….buzz words. But with his recent bad press, what value does he actually have to the club?
Cook spent 12 years working for Nike in mostly the USA before taking his role as chief exec under Thaksin replacing the bean counter Alastair Macintosh! In January 08 he was made ‘President’ of the Nike Jordan brand, one of Nike biggest brands, it’s an extremely impressive role! Cooks ability is in Marketing, spreading Brands in the global market! This is what he brings to the club. He has great pedigree in the business and that should stand the club in good stead. Cook already attracted another marketing manager from Nike, ex Arsenal winger Brian Marwood along with David Pullen the marking manager who has a glittering CV in TV, Magazine brand growth and Chris Kay from Fallon (one of the top ad agencies around). So the majority of the City exec team are from marketing/ad background that has to reflect in the policies of the club!
Much or Cook’s rhetoric reflect his background (obviously), But does this translate well into football. Recent comments from Richard Dunne have exposed the lack of leadership at the top and perhaps reflects the evolution of the club if it is to become a Global brand!
"All he wants is big-money players,
He doesn't understand the core loyalty of the club and where it begins.
For him, I was probably a bit of a nuisance. I found out things that were going on behind my back and I wouldn't speak to him. Every time I came around he probably felt a bit uncomfortable.
It just needed people to be honest with me. I was getting phone calls from people saying Garry Cook was trying to sell me behind my back, two months after me going to him and saying if he has any problems to come and deal with me.
I'm disappointed with people who say one thing and then do the other. I'm not a baby, I'm not going to cry if the club want to sell me, but just don't do it behind my back."
These are worrying remarks from Dunne as it doesn’t reflect well on the club or Cook who in the words of Michael Jordan
“demonstrates tremendous leadership in the global marketplace”
Those comments don’t reflect what has transpired at the club. Cook has long seen Dunne a part of the old city. He has discussed in length ending the ‘typical city’ mindset from players and fans and saw Dunne as a part of that! In China he gave some indication of desire for change,
“No disrespect, Richard Dunne doesn’t roll off the tongue in Beijing.”
Dunne isn’t marketable player, he doesn’t have a global image that the club can use to sell itself. The club pursuit of household names or ‘marquee signings’ is the key to the clubs image progress. Cook would argue there is no room for sentimentality and he acted on behalf of the club to help it grow. City is a brand that he is in charge of spreading globally to boost our income and success, the players are simply a commodity in Cooks game plan! The treatment of Dunne shows Cook is taking an aggressive policy in managing the club, ruthless but he would argue necessary approach if we are reach our aims quickly as possible! However it should have been dealt with in a more respectful manner, Cook and the club have come under some degree of scrutiny over transfer policy and actions like this represent a lack cohesion and respect from executive! Cook insistence on retaining the traditions of the club have been neglected in this instance! The club cannot not afford to be too ruthless, there has to be some balance, this deal could have been dealt with far more diplomatically, which is a weakness for Cook. Last season Kaka deal ended in Cook blaming the Milan elite of wasting City’s time. I thought this to be an ill advised move especially for a marketing man! Diplomacy and respect are needed in a business where people are the commodity, it reflects well on the club and it’s dealings!
Cook talks a good talk and has the right acumen and skill to drive to club to a position where the owner want us to be in! He will feel he has take whatever steps that are necessary to achieve this, if that means stepping on a few toes on the way to the top, then so be it! It’s not the most pleasing of policy’s and something we don’t want to hear about in the press. Hopefully this is an aberration and the club gets it act together and makes sure it doesn’t happen again. Cook is the man to lead us forward, as he is running the club on a day to day basis. What he has brought to the club already looks impressive! The development of the ground, club website and shop, Umbro deal and the aggressive marketing campaign ie the infamous 'WELCOME TO MANCHESTER' poster with Carlos Tevez! It's all very impressive and hopefully more is to come, with the academy's abroad, more lucrative pre season tours, and more developments of club facilities.
City should be in good hands and if Cook is good at his job, Dunne type incidents won’t happen again!