| Topic Name: |
When is Branding enough? |
| Message Name: |
branding... |
| Date Posted: |
06/10/2005 |
| In Reply To: |
...is taking a white-hot iron bar and pressing it into the skin.
OK. Few years ago I worked for a TV outfit that had serious image problems. Namely that it cut corners, tried to get by on the cheap, used outdated equipment.
This was costing them clients.
So the solution was to "re-brand" the company -- at a cost of $2 million pluss.
We all got a meeting explaining how this would help our image. And all the stationary and business cards featured the unique trademark of our new brand: a rounded corner to reflect our space age sleekness.
A photog who'd missed the speech came in and picked up his new business cards.
The first words out of his mouth was about the rounded corner: "We're [company name]. We cut corners!"
This actually popped up constantly afterwards. The rebranding only reinforced the image we'd spent a ton of money trying to change. |
| Message: |
is more than a fancy new look and cool new business cards. If a station wants to re-brand itself, it requires a change in corporate culture, from the top managers down to the people out on the street. It requires chaning the way you cover news and committing to it, not just flashy promos saying, "hey, look, we're new." Viewers will see right through that.
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