World-class advertising, branding and design all demand talented clients who understand the value of risk-taking
Much of today's advertising, branding and design seems reminiscent of Macbeth's comments about life: "… a tale/Told by an idiot, full of sound and fury, Signifying nothing."
That sense of 'signifying nothing' seems particularly apt. Take the current branding exercise at ITV, for example, where the broadcaster is currently undergoing its fourth re-branding exercise in only ten years.
That effort, detailed by Raymond Snoddy in Marketing (11 January 2006), is called 'Brand 2010'. Naturally, it is backed by extensive research and in-depth analysis, which has included communicating with 6,000 viewers and conducting innumerable workshops with ITV staff. It has also been supported by the considerable talents and resources of M&C Saatchi and Sir Martin Sorrell's MindShare.
Clare Salmon, ITV's Director of Marketing and Strategy is reported as saying that the aim of the re-branding exercise is to move the "perception of ITV… from terrestrial broadcaster to content brand", so ensuring its fitness for a multi-channel, multi-platform world. As a result, the familiar shades of blue and yellow associated with ITV have been discarded. Instead the four ITV channels will be distinguished by separate colours: a new yellow plus green, burgundy and turquoise, with the news defined as a separate genre in a revised shade of blue. The intent is to help to establish the programme personality of each ITV channel, so attracting more high achievers, ambitious fun lovers and culture vultures to ITV2, ITV3 and ITV4.…
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