Cereal is worthy but boring. Muesli is worthy but bo-oo-ring. Everyone knows that. So it always helps if a cereal has a good gimmick for the kids.

I noticed last week that Dorset Cereals’ berries and cherries muesli turns the milk purple. There is untapped potential here. Marketing people, get your hats on!

By my reckoning, this is the first major decision taken by Mercedes since they bought the Brawn team. I feel that it is very revealing about the way a manufacturer approaches Formula 1, as opposed to a privateer team that is in it for the racing. While the lure of attracting the sport’s biggest name must surely attract any team owner, only a manufacturer would set their sights so firmly on the notion.

After all, aside from his reputation, there does not seem to be much going for Schumacher. At 41, he will be the oldest F1 driver since Nigel Mansell in 1995 — and we all know how that went. And it is difficult to think of someone who has taken a sabbatical of three years and made a successful return to F1.

Furthermore, I would have thought that after the embarrassing spectacle of the summer, when Schumacher threatened to return to race for Ferrari before deciding he wasn’t up to the task, he everyone concerned would have learnt their lesson. Michael Schumacher is struggling with what are now quite well-documented fitness problems.

His neck issues are now well publicised. James Allen revealed earlier this year that Schumacher also had problems with his back towards the end of his career in 2005.

With so many question marks surrounding his abilities, I find it difficult to see the justification for expecting Michael Schumacher to be truly competitive. There is no doubt that Michael Schumacher is the most successful driver of all time, certainly as far as statistics go. But the conditions surely just aren’t right for him to make a competitive return.

Yet, as we can all see, the prospect of Michael Schumacher returning to F1 generates a tremendous amount of publicity. It makes little sense in terms of racing, but in terms of marketing the possibility is apparently irresistible.

In other words, Schumacher is coming back to F1 for all the wrong reasons. And Mercedes have signed him for all the wrong reasons.

This move seems to be little more than a crass marketing stunt by Mercedes. Brawn would not have made this decision. Nor would any team other than Ferrari. Even Ferrari went off the idea after this year’s shenanigans.

I must say that I am disappointed in Mercedes. Throughout their involvement in F1 in the past couple of decades, they have seemed to be a very sensible operation indeed. They were a world away from the attention-seeking but ultimately hollow nature of other manufacturers, notably Toyota and Honda.

But as soon as they have been released from the leash of McLaren, Mercedes have revealed their mad side. This is a decision made by money-men, and I would be amazed if this approach doesn’t end in tears like it has done for Toyota and Honda.

I am also stunned at Michael Schumacher’s decision to bite. Just a few months ago he was talking about his flirtation with replacing Felipe Massa as though it was a moment of madness. Now he has let the blood rush to his head again and is putting his considerable reputation on the line.

It also reveals his supposed passion and love for Ferrari to be just as shallow as his sportsmanship. As soon as another company will promise to stuff more money into his wallet, he will move like a shot. Very passionate, very romantic!

This whole thing comes across to me as the world’s most public mid-life crisis.

First of all, the sole tyre supplier, Bridgestone, has announced that it will quit F1 at the end of 2011 when its current contract ends. This came as a shock. With the spotlight on car manufacturers, it doesn’t seem to have entered anyone’s mind that a company such as Bridgestone, which has been so incredibly loyal to the sport, would consider upping sticks.

I can remember a time when Bridgestone were not in F1, but only just. When I started watching Formula 1 in the mid-1990s, Goodyear was the sole tyre supplier. But Bridgestone entered in 1997, beginning the “tyre war”. When Goodyear left soon afterwards, it was not long until Michelin came in to begin an even fiercer tyre war.

I wasn’t a big fan of the tyre war. Mostly, one tyre was a major advantage over the other, so we were essentially left with two championships — a Bridgestone championship and a Michelin championship. Considering Bridgestone practically tailor-made their tyres to suit Ferrari, this essentially made Ferrari a shoo-in for the championship every year. That was until the 2005 regulations — which banned mid-race tyre changes — handed the advantage to Michelin in a big way.

2005 was the year when the tyre war well and truly jumped the shark. In the quest for the competitive edge, both companies had made their tyres softer and softer. The resurfaced banking at Indianapolis bit, Michelins exploded all over the shop and we were left with a farcical race in which only the six Bridgestone-shod cars competed.

On the back of the problems, the FIA decided that a sole company should supply the tyres for all the teams. The problem with this was that it had the potential to severely reduce the amount of exposure that tyre company got. With no tyre war to talk about, people might not talk about tyres. For this reason, Michelin refused to have any further part in F1.

The upshot was that Bridgestone and the FIA colluded to concoct the maddest new rules and gimmicks in order to contrive some interest in the tyres. One has to paint green lines all over the tyre in a crass attempt to pretend they care about the environment. Of course, the green on the tyres clashes with teams’ liveries, making the scheme not only nonsensical, but also damn ugly.

Teams are also forced to use a sub-optimal tyre compound at some point during the race. While this may have superficially “spiced up” the action, it is artificial. Drivers are critical of it, and Fernando Alonso even said that he would rather race with wet tyres on a dry circuit.

Moreover, there is a sense that Bridgestone may have deliberately made their tyres behave strangely in an attempt to get drivers and teams discussing tyres with the media. Nick Heidfeld has said that the tyres could be “ten times better”. Joe Saward expanded:

The Bridgestones react differently on each car and finding the tricks that make them work is not easy. Some drivers can do it at some tracks and not at others. Even World Championship challenger Jenson Button has struggled with this…

Bridgestone seems to have concluded that it is better to have people talking about the tyres rather than not talking about them – even if a lot of the references are negative.

I rejoiced when it was announced that a “control” tyre was to be brought in. But it has brought the wrong sort of control. I am not too sure that the current dark behaviour is an improvement over the honest competition of the tyre war.

If you have reached the stage where your marketing strategy is to have people make negative comments about your product, it probably is time to call it a day.

In many ways, Bridgestone get a huge amount of brand exposure through their involvement in F1. As noted in this week’s Formula1Blog.com podcast, you simply cannot watch a Grand Prix without learning that Bridgestone supply the tyres. Yet, after thirteen seasons (fifteen by the time they leave), the marginal returns to their investment must surely have diminished to almost zero. And As Keith at F1 Fanatic has pointed out, their costs are set to soar as they now have to supply twelve or thirteen teams rather than ten.

Nonetheless, it is a shock and a surprise that Bridgestone, a company that has stuck with F1 through thick and thin since 1997, has so abruptly pulled the plug. Now the FIA and Bernie Ecclestone will have a big headache trying to find someone to take Bridgestone’s place. With bridges burned with Goodyear and Michelin, and Pirelli uninterested, options seem thin on the ground.

It can’t be called a complete shock. It had become very fashionable in F1 circles to say something like, “I am sure one or two or all of BMW, Renault and Toyota will pull out of F1 this season.” But the rumours were particularly centred on Renault and Toyota, and BMW were probably widely considered to be the team out of those three with the most stable future.

That made BMW’s exit a shock. In a way, though, it is not a surprise. It was well known that when BMW bought the Sauber team back in 2005, they set themselves very ambitious targets that were to be met within a matter of a few years. This was the basis for the team’s famously methodical (although too-clinical-for-some) gradual, targets-based approach.

So while it may seem a bit of an over-reaction for BMW to pull out so suddenly, it’s worth remembering that this was the year when they were supposed to be fighting for the championship (or regular wins, as the target appeared to become more recently). Instead they have one of the slowest cars in the field. Worse still, unlike with Honda in 2008, BMW fully expected to be fighting for the championship. They thought they had a great car.

Instead, 2009 has been a complete disaster for them. They put too much faith in their kers, a device which they thought would give them an advantage but proved to be anything but. Over the winter they were the only team favouring kers, but it turns out that Mercedes have a much better one while BMW’s is so useless that they will never use it again.

Now it seems as though the teams have agreed among themselves not to use kers for next season. Such technologies appeared to be a major motivation for BMW’s involvement in Formula 1. It was certainly an aspect they played up in their marketing.

Unfortunately, the way the FIA introduced kers to Formula 1 was a complete botch-job. Kers has been left with a seriously bad reputation, even though McLaren-Mercedes have now managed to make it work for them. Whatever happens to kers in the short term, it will be around for the long term. That was certainly the view of Williams Technical Director Sam Michael when he spoke to bloggers last week.

Perhaps as a result of focusing on kers, BMW’s F1.09 car is not up to the job. It must count as one of the biggest disappointments of the season. Even though Ferrari and McLaren also started the season poorly, those teams have fought their way back to the front. Meanwhile, BMW only seem to have fallen further away from the front as the season has progressed.

During the Hungarian GP weekend, Mario Theissen claimed that BMW had found the cause of the problems that had struck their car and that they would soon see an improvement in performance. The BBC’s commentators, Jonathan Legard and Martin Brundle, were both sceptical as they commented on BMW during the race. Legard said that if they think they’ve got a handle on the problem, they’ve got the wrong handle. Meanwhile, Brundle said that BMW’s statements about their performance sounded like PR-speak.

It is highly unlike BMW, and especially Mario Theissen, to make positive statements if they cannot back it up with evidence. Yet that was what they appeared to do when they said they knew what their problems were, while still qualifying 16th and 19th in a grid of twenty cars.

It wasn’t the only uncharacteristic behaviour from BMW over the weekend. Robert Kubica’s team radio transmissions on Friday have become famous for exhibiting the Pole’s grumpy and fussy attitude. He constantly complains about his car, even when it is setting fast times. Yet during practice in Hungary he actually sounded happy about his car. It was very unusual indeed.

Could it be that the BMW Sauber F1 team knew what was coming? Perhaps their statements about how good their car was becoming were a last-ditch attempt to convince the bosses that an improvement in fortunes was imminent. Obviously it convinced no-one.

Nevertheless, the BMW board deny that their exit from F1 is a kneejerk reaction to this season’s poor performances, with Klaus Draeger saying it was nothing to do with “our current performance or the general economic situation.” But it was obviously on his mind, as he saw fit to mention that, “It only took us three years to establish ourselves as a top team with the BMW Sauber F1 Team. Unfortunately, we were unable to meet expectations in the current season.”

It would be odd, however, for BMW to pull out on the basis of one disappointing season. BMW’s first season on 2006 was a solid start, and with the first car to be fully developed under BMW’s management they firmly established themselves as “best of the rest” behind Ferrari and McLaren. They remained so in 2008, bagging an impressive win in Canada along the way. Before the BMW partnership, Sauber were never so competitive.

Obviously, the fact that the FIA is asking all teams to commit to Formula 1 until 2012 by signing the Concorde Agreement imminently was a crunch moment. We have all seen how a year, or even a few months, is a very long time in the volatile worlds of both F1 politics and the car manufacturing industry. It should be no surprise that, without a crystal ball, a company should be unwilling to make promises it is unsure it will be able to make. You almost sense that this was a deliberate ploy by the FIA to get a high-profile scalp, a theory made all the more likely by the FIA’s highly undignified “I-told-you-so” press release.

As has been widely noted, BMW’s press release is itself written largely in corporate jargon that seeks to hide the real reasons for BMW’s exit. My reading is that they would rather focus on motor sports where they can develop technology, particularly technology which is more road relevant. The political issues surrounding kers will therefore have not helped persuade BMW to stay.

It is not as though BMW wants to distance itself from the FIA either. It has pledged to stay in WTCC, which is an even worse example of FIA mismanagement.

But clearly talk of cost cutting or budget capping or resource restriction, whatever it’s called these days, is not the vision of F1 BMW had for the future. It was prepared to negotiate until the end. But come crunch time, with the Concorde Agreement sitting on the table waiting for the signature, BMW obviously found that the settlement was not what they wanted.

When I first bought the domain name for this blog, I considered buying the .com address. But I decided it was too expensive. I preferred doctorvee.net, but that was just as expensive as a .com address. In the end, a .co.uk address gives me a half-decent domain name for a pretty cheap price.

A while back I saw that someone had bought doctorvee.com. Perhaps egotistically, I suspected they had bought it in order to sell it to me for a sky-high price. Turns out it was this DJ bloke. I doubt anyone actually confuses me with him, but it was slightly disconcerting when I discovered that someone was using “my” moniker.

This is a pitfall of modern communications. There are far too many top-level domains floating about the place. I could have hoovered up .com, .net and whatever else. But there doesn’t seem to be much point when just buying a .co.uk does the job for a cheap price.

I’ve just got to come to terms with the fact that I’m not the only doctorvee in the world. On some popular websites — notably Skype, eBay and YouTube — the username ‘doctorvee’ had been taken before I got round to it. I originally stuck with ‘doctorvee’ as a result of a frantic search for an email address that wasn’t being used by anyone else. Of course, all the sensible ones had been taken.

Now that ‘doctorvee’ is, as it were, my brand, I sometimes feel the need to sign up to any web service that is invented just so that I can have doctorvee, just in case I need to use it. I bought duncanstephen.co.uk just so that I could have it. I’ve had it for over two years now, and only recently have I found something vaguely useful to do with it (basically I use it as a place to beg people to give me something resembling a job).

Recently I had to visit the websites of all the local councils in Scotland. In most cases it’s easy enough. Just Google the area and most of the time the first result will be what you’re looking for.

Not always though. There were a couple of near misses. For instance, searches for both Orkney and Shetland took me to tourism websites for those areas. I suppose that is understandable enough. More people are probably interested in tourist information than local government information for those areas. Even so, the council websites were not so far down the page on Google.

Try finding the website for the local authority in the Outer Hebrides though. Before reading on, try it. As I write, a Google search for ‘Outer Hebrides’ will not help you find it. I gave up after the fifth page.

It is a bit of an anomaly. For local government purposes, the group of islands is officially known as Na h-Eileanan Siar, but good luck finding someone south-west of Mallaig who actually calls it that. The official name change only came into effect from 1997.

The area is also well-known as the Western Isles, and funnily while Googling ‘Outer Hebrides’ will get you nowhere, ‘Western Isles’ will do the job no problem without you having to resort to typing in Gaelic.

The domain name is cne-siar.gov.uk. CNE-Siar being short for ‘Comhairle nan Eilean Siar’. But despite having a Gaelic web address, you are presented with a home page written in English, with little Gaelic to be seen.

Indeed, as far as I can tell, the amount of Gaelic content on the entire website is completely dwarfed by the amount of content in English. Even in the Gaelic homepage, almost all of the navigational links are in English, and to pages written in English.

I am sure that residents of the Outer Hebrides are all very aware of the name of their local authority. So in that sense you might wonder why it’s an issue. But what about people who don’t live there and don’t have the modicum of Gaelic required to remember the website address? The blurb on the home page is clearly aimed at the potential visitor to the Outer Hebrides, but thanks to its web address it can’t reach out to them as well as it might.

The name change happened in 1997. I wonder if today the name change would be less likely to happen because of SEO concerns, even with all the attempts to keep Gaelic alive.

The case of a language barrier is almost understandable though. I still struggle to understand why Clackmannanshire Council did not decide on an address such as clackmannanshire.gov.uk or even clacks.gov.uk. Instead, it is clacksweb.org.uk. It’s not even a .gov.uk address. What’s that all about?!

Once I phoned Fife Council and the guy on the other end told me to go to fifedirect.com to find all the information I needed. Aside from the dreadful customer service (what if I didn’t have easy access to the internet? Might that have been why I was phoning?), it was just plain wrong. fifedirect.com is occupied by a squatter. Perhaps he meant fifedirect.gov.uk.

It would be wrong to imagine this is a problem affecting government only. In the mid- to late-1990s, when many businesses were taking their first tentative steps onto the web, marketing departments ran amok, getting in the way of common sense. Instead of publicising a simple web address like [brand-name].com, web addresses were sometimes centred on the contemporary marketing campaign.

For instance, Boots spent years trying to encourage people to visit wellbeing.com. How are any customers supposed to remember that? Today, it redirects to boots.com. Much better.

To this day, B&Q’s web address is diy.com. I’m sure they’re very proud of the fact that they own diy.com, but does it not dilute the brand? Absurdly, B&Q’s website does not even mention the term ‘DIY’, except in reference to ‘diy.com’. Sensibly, bandq.co.uk redirects to diy.com, but bandq.com takes you nowhere.

All-in-all, what a minefield. There can be few things more important when setting up the website than getting a decent address for it. But it is surprisingly common for a decent website to be let down by a bad web address.

The new, online-only version of Woolworths is not set to launch until this summer. However, it has already established a strong online presence, effectively utilising social media tools. What strikes me about this activity is that I cannot imagine the old Woolworths doing this — certainly not with as much success.

For the time being, woolworths.co.uk redirects to The Woolies Blog. This new blog is largely used to ask readers what they’d like to see from the new Woolworths, and keeps people updated on all their future plans. A common theme seems to be how the new online-only store is going to make pic n mix work, and I’m certainly interested to see how they crack that one.

There are also a good deal of nostalgic reflections on the old version of Woolworths. The sidebar contains links to classic Woolworths adverts (though disappointingly all but one of them are from 2006 or later). Readers have been asked what items from their Woolies memories they would bring back. The blog also covered the story of the last ever bag of pic n mix which sold for £14,500 on eBay.

Generally there is just a warm and fuzzy feeling to the Woolworths blog. You can see this most in the description of their team. All the teams even have their own cute little icon to represent them. Clearly a lot of thought has gone into little things like this.

It probably signposts the way the Woolworths brand will be developed by its new owners. A year ago Woolworths was stale and perhaps even tacky. Over Christmas the brand was tarnished. Today Woolies already feels more personable and friendly.

Woolworths now also has a Twitter stream, and they are doing a really good job with it. It is done with a good sense of humour. I do hope they get that kettle and fire extinguisher for their portacabin.

They are also using Twitter to ask followers about the five things from the past of Woolworths that they’d like to see back, with the hashtag #woolies5. (I’m working on my top five, but I’m struggling to get beyond the payslip.)

There has also been a hint that there will be an e-museum. I liked the online museum that was part of the old Woolworths website. I doubt that Shop Direct will have access to all of the old material, but I do look forward to seeing how they will recognise the heritage of the brand, which they clearly have a lot of respect for.

I can’t imagine the old Woolworths being able to embrace Twitter and blogging and getting it the way Shop Direct have. The only sign of a sense of humour in the old Woolworths was some cheesy dialogue between Wooly and Worth.

All-in-all, Shop Direct’s approach to relaunching Woolworths is a great demonstration of how a business can use social media to build a relationship with its customers and to refine its offering. Their Twitter stream is an example that corporate use of Twitter doesn’t have to be annoying. It goes some way to disproving this website.

(Hat tip to Chris Applegate via whom I discovered the Woolworths Twitter stream.)