Nil Satis… you know the rest – time for it become a reality

The decisions the club makes in the next few months will define our future, once and for all. The right decisions will ensure that our future can be as glorious, and perhaps even more glorious than our incredible past

Paul The Esk 26/02/2018 25comments  |  Jump to last

For my final piece (you’ll be glad to hear) on Bramley-Moore, I’d like to focus on the branding and marketing of the stadium, and indeed the club and why we need to adhere to the highest standards and expectations.

As I’ve tried to demonstrate in the previous two articles, this is a time to be bold and innovative whilst very much drawing upon the incredible richness of the Everton and Goodison Park history and our significance in the global game of football.

I make no apology for having a view of our football club which perhaps younger supporters have difficulty recognising. I was born in a decade when the City of Liverpool was still one of the great ports of the world, Liverpool as a city was a global cultural capital, and Everton, the Mersey Millionaires, the Bank of England football club was at the peak of its and the game’s powers.

I fundamentally believe we have an enthralling story which is multi-faceted and has the widest possible appeal locally, nationally, and internationally drawing in stakeholders and partners with shared values, a story which can return us to the top of the game.

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But our branding and how we act must reflect our history, our status, our achievements, our innovation and yes, our role in the local communities of Walton and the wider city, in order to make that return.

Nil Satis Nisi Optimum

In other words, Nil Satis Nisi Optimum, except for clarity we need people to know “only the best is good enough”. It is interesting that the club motto was adopted after a brief period of success in the 1930s following our first relegation. To me, it became our motto to act as a warning never to allow standards to slip again. Clearly, we have not maintained it consistently but now at this critical period we must. It must be the standard applied internally, the standard applied to everything the club produces from football to marketing material to the stadium itself, and it must apply to every partner associated with the club. It must be the quality mark of everything and everyone associated with Everton.

We should be unequivocal in our desire to meet that standard ourselves, but also in demanding them from everyone wishing to be associated with our club and name.

The People’s Club?

In my opinion, attempting to brand the club with “The People’s Club” and associating the new stadium with it is a completely wrong and limiting move. Firstly, we’re not, as has been suggested, known as “The People’s Club” the world over. We have a 140-year-old brand in “Everton” which is known throughout the footballing world. Why attempt to re-brand an established name for something which to many will be meaningless or, at best, limiting?

Everton is a brand that is invaluable. We are unique in being the only club that is both a founder of the first football league in the world, but also a founding club and ever present in the Premier League, the world’s richest, most popular and competitive league. So, not only were we instrumental in creating the first league, we were instrumental in creating the league which changed the footballing model forever.

We are known throughout the game for our past innovations, first purpose built ground, first to present medals, first club to go on a overseas tour, first football team to be televised, first to have 4 two tiered stands, first to have a three tiered stand, the list goes on.  Now we must take that deserved reputation for innovation and be market leaders once more.

Not only is the name Everton respected for our past and our achievements, but also our style, values and integrity. Associated with a unique, “career defining” (in the words of Dan Meis) stadium it can also represent the future. We should be selling our club, our stadium with (I hope) its modern innovative features, its connection to the city and the city’s heritage, technology and sustainable footprint combined with our business models, as the way to run a modern football club.

The Senior Club of the City

All of the above is why we are the senior club in the City. Not only for our age, but for our role in developing the game that defines the sporting nature of Liverpool, for building three grounds, for having one of the world’s greatest charity and community support organisations, but also for what we are about to achieve for the City itself. We will lead an enormous regeneration and redevelopment of the North and the Northern Docks whilst providing revenues for essential services delivered by an austerity-hit local authority.

We should, in terms of design and budget and ultimately the final product, be proving that football’s excesses as demonstrated by the new Spurs stadium and the planned Chelsea stadium are not required in order to have a world class stadium and professional football club. If we want the club and stadium to be closer to its community, let’s do so in terms of its design, its affordability, its role in the life of a vibrant city, albeit a city with huge social and economic needs. That’s how you become a meaningful Club of the People, not just a strap line that suited the club for a short period of time when we truly were un-competitive and under-dogs in a booming Premier League.

The benefits are obvious and huge.


By the uniqueness of approach, through innovation, the re-writing of what and how a football club is and how it interacts with its city, the commitment to the best on and off the field, we will attract partners who share those values. By definition, Corporations with such values are successful and therefore have the budgets to provide the commercial support and global presence our club needs.

In three articles, I’ve looked at what makes Goodison special and why many of those elements should be reflected in our new, unique stadium. I’ve looked at why we need to bring innovation into the design, build, and into what the stadium provides on match days and throughout the time when no football is played there.

But finally, and perhaps most importantly, when examining what Everton means as a brand, we are a football club with an unmatchable history, and as we have always been, innovators bringing in new experiences and models, operational, community engagement and financial in terms of our stadium, its location, our connection to the City and the club that plays there.

Our future is in our hands

This is all possible, if we have the vision, the desire, the skills and the application to get us there. We are told by our major shareholder, the financial resources are there, which is comforting when have lacked such for decades; however, more than anything we need genuine ambition, a very real hunger to excel and an absolute, steely-eyed determination to get the job done. Without leadership, passion and application and the right people to execute them, we are wasting Moshiri’s resources but, more importantly, failing to meet our motto and the standards upon which the club was built.

The decisions the club makes in the next few months will define our future, once and for all. The right decisions will ensure that our future can be as glorious, and perhaps even more glorious than our incredible past.

Thanks for reading!

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Reader Comments (25)

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Kevin Prytherch
1 Posted 26/02/2018 at 17:16:29
Things to be included? (Around the stadium)

Everton museum
Everton waterfront restaurant
Everton boozer
Everton hotel
Everton shop
Everton conference centre

Have it making money every day and night of the week, make it a destination not only for match goers, but tourists and businesses alike. Make the whole site a place of class and establish a reputation that matches.

David Bromwell
2 Posted 26/02/2018 at 17:23:27
I have really enjoyed your articles, Paul, they make me feel better, and just for a moment or two I think we are on the brink of a terrific new stadium. Then reality strikes and I wonder where the money is coming from?

Mr Moshiri has already invested a fortune at Everton to very little effect. Can we really believe that he has the confidence and the money to keep going?

I really hope so, but we have been here before, and if I were him right now I would be wondering what I had got myself into. Let's hope our fortunes are about to change for his sake and ours.

Michael Kenrick
3 Posted 26/02/2018 at 17:29:13
Absolutely agree 100% on "The People's Club" nonsense, Paul. It was a pathetic underdog tag when Moyes came out with it, and it played a massive part in keeping us suppressed as 'plucky little Everton' under his 11 self-serving years of misrule. It should have been binned with him, years before he left, when he and it were going well stale.
Dermot Byrne
4 Posted 26/02/2018 at 17:41:50
The People's Club represented our lack of appeal outside the City. Wise, no? Seems not but would make a nice musical.
Liam Reilly
5 Posted 26/02/2018 at 17:43:09
I've hated the 'People's Club' shite from moment Moyes said it. Just stinks of 'Small Time'.

If the club has any ambition to sit at the top table again, then the Stadium is the platform to build from.

It's essential for the club's future that they get this right!

Vinny Garstrokes
6 Posted 26/02/2018 at 17:44:30
Did anybody hear the interview with the Lib Dem councillor on Talksport on Friday evening with The Two Mikes? Well worth a listen too on catch up if you can as he seemed to indicate that no planning permission has yet been applied for and was also talking about the effect that the construction may have on the Waterfront Unesco World Heritage status.

Also had plenty to say regarding Mayor Anderson and the "loan'. I realise it was politically loaded but certainly gave the impression that there are still plenty of hurdles to negotiate before somebody puts a spade in the ground.

Dermot Byrne
7 Posted 26/02/2018 at 17:48:25
True about hurdles, Vinny, but that prat is searching high and low for ways to win one single argument with the current administration.

Not worth taking too seriously as Joe Anderson and team don't make mistakes that big so far. Richard Kemp, on other hand...?

David Barks
8 Posted 26/02/2018 at 17:48:41

It was all politically driven and essentially meaningless. In all honesty, his opinion matters about as much as any single person on this forum.

And I'm one of the people who is not convinced that this stadium isn't going to go the way of the previous projects. But I did read the transcript of that interview and it was nothing but political BS.

Dermot Byrne
9 Posted 26/02/2018 at 17:50:10
He will get a vote in Aigburth, David B! One vote!
Lawrence Green
10 Posted 26/02/2018 at 17:52:16
I made my feelings clear on the 'People's Club' slogan on the survey relating to Bramley Moore, I informed them, that I and quite a few of my mates dislike it because it sends out the impression that we are a Johnny-come-lately promoted club who are quite happy to make up the numbers and that it doesn't transmit the message that Everton Football Club is a football institution who should be striving to be top dog in the English game.

To a lesser extent 'born not manufactured' is of a similar ilk, it could exclude some from making Everton their choice of club.

Whilst on the subject, can we please drop the playing of 'Grand Old Team' before the home games? Apart from that, I'm happy in the direction that the club has taken in the last 20 years... NOT!

Tony Abrahams
11 Posted 26/02/2018 at 18:11:30
Ask Schneiderlin about that song, Lawrence, even he would tell you that a few boos are well worth the wages, so it's a Grand Old Team indeed!
John M Boon
12 Posted 26/02/2018 at 19:20:58
Totally agree with the sentiments expressed above. "Peoples Club" sounds and gives the impression of a club emanating from the Marxist/Lenin era. A need to rebel against our masters and foes (Any of the top six today, with an emphasis on one particular club).

"Peoples Club" also does reflect on all that is wrong with football today. Money is EVERYTHING. We are seen as one of the underdogs, but valiant fighters who, somehow, will overcome those with money. Unfortunately, now that we seem to have finances, we still cannot join the so called elite because we don't know how to spend it.

We need to get rid of this unasked for title by first of all by ousting Czar Allardyce and his people. Other than that we may need a revolution. No club with a half-decent history really wants to be considered as underdogs, but you can only overcome this by actually winning something.

Brian Murray
13 Posted 26/02/2018 at 19:43:08
Very brave and admirable piece. Slight stumbling block – Bill 'n Bob etc. They can't or won't go to the next level. Totally beyond them in every way. Business calls, transfers and so on.

We should scrap the motto until we one day adhere to it. Not in my lifetime. Sorry, Moshiri, wake up see who's around you.

Derek Thomas
14 Posted 26/02/2018 at 21:32:24
I mentioned this People's Club nonsense in my survey, I also mentioned reclaiming the Liver Bird.

Contrary to popular opinion the rs don't own the copyright to it – only to the cartoon version on their shirt.

My mole at the College of Arms assures me that the bird in question on the city coat of arms is a hearldic device and uncopyrightable, but the City own the copyright to the whole coat of arms themselves.

The copyright to the one on the top of the Liver Buildings resides with the family of the man who did the sculpture. So, if we want to reclaim the Liver bird, we'd better get cracking because it runs out very soon, 75 years after his death.

He further tells me, that a slight tweak to the position of the wings changes it from 'Ascendant' to 'Resurgent' – rather fitting really.

A floodlit 40-ft Liver Bird Argent Resurgent on an Azure background facing the river, please, Mr Meis... or even 2 of them, front and back.

Ken Kneale
15 Posted 26/02/2018 at 21:41:42
Bury The People's Club nonsense once and for all time. It stinks of the Moyes and Kenwright love-in with Elstone hoping for a photo shot of him opening an envelope.
Harry Catterall
16 Posted 28/02/2018 at 22:26:13
If we are to reclaim the Liver bird, we could incorporate it onto the badge. We could also change colours from blue to a luckier colour... like maroon? The new stadium could be called New Anfield.... We could change the club name to Real Liverpool.

If anyone puts that RS fowl on our shirt, I will stop going!

Brian Williams
17 Posted 28/02/2018 at 23:05:20
Reclaiming the Liver bird is small time and petty. It's been "theirs" for so long, who'd want anything to do with it?

Talk about playing right into their hands. Keep our own badge and motto and just live up to it, ffs.

John Hughes
18 Posted 28/02/2018 at 23:18:26
Harry Catterall (#16). Did you attend Alsop School a la Felton, Ellis, Bamber etc?
Ian Smitham
19 Posted 28/02/2018 at 23:23:24
Please forgive my ignorance, but I thought that the club were told to stop all reference to “The People's Club” as it is a copywrited phrase owned by someone else?
Pete Cross
20 Posted 28/02/2018 at 23:30:36
With a proposed new Mersey ferry, I would love EFC to sponsor it in Everton livery.
Paul [The Esk]
22 Posted 01/03/2018 at 09:47:40
Ian (#19) The club have acquired the rights to "The People's Club":

Trade mark number EU014440085

Tony Abrahams
23 Posted 01/03/2018 at 10:14:51
Brian @17, I agree with you about trying to reclaim the liver bird, but I can't believe that we never see the first league championship medals ever given to a team from this city though.

Eric Myles
25 Posted 03/03/2018 at 03:56:58
Ian (#19), I remember at the time a fan owning the rights to "The People's Club" but offered to allow the Club to use it free of charge. The Club declined the offer and dropped any reference to it.

Paul (#22), did the Club buy the right from someone else or were they the first registration?

Danny O'Neill
26 Posted 04/03/2018 at 22:22:45
Simply outstanding article.

People's Club; not in my name.

Great article Paul; my Everton is your Everton. Never ever let our standards or expectation dip.

In Brexit terms, I do want my cake and cherry! Proud of our past and tradition that must be carried forward and recognised in our successful future.

Paul [The Esk]
27 Posted 10/03/2018 at 09:15:18
Eric (#25) there was a fan called Brian Gould who first owned "The People's Club". Whether he sold the rights to Everton or they lapsed I have no idea, sorry.

Thanks Danny (#26). We got to demand the best, I am hoping in the near future Moshiri can make the necessary personnel changes at the top of the club that can deliver to our standards!

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