March 2, 2009
“You’re richer than you think”, they said.
Kudos to Scotiabank’s marketing team for waking up fairly early on and asking themselves the question: ‘Is our little catchphrase becoming an object of ridicule?’
Apparently, ‘no, not really’ is the official answer. But Scotia seems to be letting go of the slogan anyway. Just like that slightly discoloured ‘still wearable’ shirt you don’t want to throw away, but always stays in the closet anyway.
The environment is shifting. Time to review that comm plan and comm tools.
October 28, 2008
Another story about a public entity spending impressive amounts of money to get a new logo and public image. The Montreal Gazette berates the 82 municipalities of the Greater Montreal for a $487,000 branding and promotion exercise that produced a new logo the Gazette describes as “a stylized M in the colours of a roll of LifeSavers.”
Life Savers, anyone?
It’s not even 8 a.m. yet and predictably, the snarky comments have stared pouring in.
I feel for the Montreal Metropolitain Community and for National, the marketing firm who got the contract, I really do. People don’t realize how much work goes into those things: strategic scan, creative design, research, focus groups, consultations, etc. A lot of people get involved.
Except the logo alone cost $ 400,000, according to the text. If that is true, it’s hard not to think that’s excessive. And the result, well… it’s sweet, but underwhelming. Kind of a 1980 Télé-Québec look. It’s also liable to induce nausea if your look at it for more than five seconds.
Apparently the new logo will only be used abroad (a relief) and will not replace the logos of the municipalities. It’s missing a good opportunity though. The graphic elements some of those towns use really ought to be changed. Take Laval’s Tetris-like cheap 3-D logo, for instance.
October 20, 2008
Liberal leader Stéphane Dion just announced he will step down as soon as another leader is selected.
Interesting tidbit: he says Canadians bought into the image Conservative advertising has been trying to impose. “Trying to change this image would be an enormous effort and risk for my party.”
True enough. The Dion brand has huge negative perceptions attached to it. Time for the Liberals to put somebody else on the market.
September 22, 2008
So we have this small Canadian military equipment supplier that decided to distinguish itself by targeting a fairly specific demographic: xenophobic, sexist, vulgar people in need of army knives, flashlights and camping equipment (hello Michigan militiamen…). They build their Web site to reflect the values of their potential clients.
It turns out that somewhere down the road, they also get a contract from the Canadian Armed Forces. According to the Prime Minister’s Office, that is not about to happen again, since they don’t fancy being associated with a company selling lethal weapons to xenophobic and sexist people.
- When you decide to build yourself a marketing niche, stay in your niche.
- Yes, reporters know how to recover Google-cached Web sites.
- This is a fine example where no amount of media relations work can possibly make things better.