2 Responses to “Your brand is not your own”

  1. Daryl Edgecombe October 23, 2010 at 7:06 pm #

    Interesting Post. I think it was a clever social media stunt to get everyone talking about a brand I’ve never said out loud before!

    Bristol City FC did a similar thing (definitely NOT as a marketing stunt) when the board dropped the royal-crest elements of their logo and just used the shield in the middle, Fans complained it looked like a drawing of a boat made from lego. Bristol City FC changed it back. I think this was mainly due to a fear it would affect merchandise and replica kit sales.

    People almost always react negatively to change. However, I wonder if the companies held firm with their new choices, whether people would be so bothered once it died down a bit. No-one liked the new Argos logo originally, but who cares now?

  2. nick October 25, 2010 at 8:16 pm #

    Hey Daryl, thanks for the input. I agree, once the initial furore calms, people will usually move on and accept the new status quo (although think Royal Mail/Consignia and the 2012 logo for exceptions on that!).

    But my main point is that with so much outreach now available, does there really need to be a backlash? Can’t that energy be better channelled beforehand given the tools at marketers’ fingertips? I guess it comes down to thinking that if someone is passionate enough to complain, they’ll be passionate enough to contribute.

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