I agree that sponsorship is important, and calling it The Colliery would allow for that. But I also think it's important that the home of a club established more than 100 years has a name that transcends its corporate backer, like Crown Flatt was, like Mount Pleasant is.
If we were to take the 'if it's yours, sell it' philosophy to its logical conclusion then we could go the whole hog and rename the team the YBS Builders and ditch the Red, Amber and Black to play in the company's own corporate colours of blue and yellow.
It's important to find a balance between sponsorship and identity and there is definitely room for both.
For clubs like Dewsbury, our history and identity is becoming an increasingly important asset for marketing the club.
I believe that people are attracted to brands that are substantial, meaningful and well established. You need to give somebody something to grab hold of.
To use a practical example, imagine if Manchester United changed their badge and colours every year and sold off the naming rights for Old Trafford?
At our club, the brand identify manifests itself in various places:
Nickname - Rams, links to the wool of our traditional local industry
Home colours - Red, Amber and Black for as long as anyone can remember
Away colours - We're some way towards establishing blue, white and green as our traditional away colours
Logo - original, voted for by fans and representative of our colours, nickname and year of formation
Fans - The Amber Ribbon is increasingly becoming used as a 'catch all' label for our followers
Song - Original recording at our stadium by a local brass band, and now an entrenched part of match days and increasingly synonymous with the club
The missing piece of the jigsaw, I think, is the stadium, which lacks an identity of its own.
I accept the point about the name 'colliery' being dated, but it's part of the site's heritage. And if it provides a platform to educate young people about the history of the local area and the wider town, then fantastic.
Personally, I think we should base our strategies not only on selling the club but also on making it a source of local pride. And you'll probably find that if we can make it a source of local pride then it will help sell the club anyway.
And where traditions don't exist, let's identify aspects of our club's culture to create new ones - like we did with The Amber Ribbon song.
Another more contemporary suggestion I had for the stadium name was Heavy Woollen Park - 'The HW' 'The Tetley's HW' 'The Fleetmaster HW' etc.
I also think there's mileage in having a wider name for our facility.
Thanks to the investment of various people at the club, we have a fantastic complex on Owl Lane that's far more than just a rugby ground. We have a car boot sale, function rooms, 4G pitches, bars etc., used by the likes of Bradford City, Ossett Town, Wakefield Trinity.
So, how about the name 'Owl Lane Leisure Village' or 'Amberwood Leisure Village' for the wider complex? I think this would be a far more marketable name when we're pitching to prospective wedding, party and facilities customers, and certainly stronger than just saying "Up at t'Rams".
You could then give the 'playing arena' its own identity within that - The Tetley's Stadium at Owl Lane Leisure Village.
The 'leisure village' element need not concern rugby fans and the 'stadium' aspect need not concern other users of the facilities, but having both would ensure that we can point the right brand at the right people at the right time.
Let's be proud of our identity and heritage, play to our strengths - and think big!
PS: coolie, if you have a number for Bill Gates or Elon Musk, please could you pass it on to Viv?