Brand Intervention on the 5:00 news

24 Sep

Occasionally I get asked by the media to comment on a story related to advertising or branding.

This piece, which aired yesterday, was about the Vancouver Island Health Authority opting to change its name and not tell the public. Click on the pic to watch the story.

Doug Brown CTV news story

I’m sure you can imagine the confusion this might cause.

While I think the change is a positive one, the lack of an announcement is a bit of a cock-up.

A brand, like a person, has a history, an identity and core values. Some of those you can change and some you can’t – but a company should always think about its customers and bring them into the loop when rolling out something as significant as an identity change.

Otherwise you may end up on the 5:00 news.

 

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2 Responses to “Brand Intervention on the 5:00 news”

  1. hotelgoddess September 24, 2013 at 6:01 am #

    I”m curious as to why they did not make even a modest reveal if it is such a positive brand-image reposition…..

    • Doug Brown September 24, 2013 at 6:05 am #

      Absolutely right Angela. The optics are that the Board just pushed this through without thinking – or caring – about their customers. An opportunity missed to make this a positive step forward.

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