Unforgettable Brand Identity

 

Don’t laugh, there’s a very high chance this was a line, sorry, brand identity, written by a multinational Agency/ Brand Consultant for the client.

In the past two weeks I have seen some really big clients trot out new ‘Brand Identity’ which usually includes a new logo (that invariably makes the old one seem fantastic) and a Brand line (taglines are passe) which reads like it was a direct translation from Swahili with the same syntax.

And in most cases these ‘Brand Rejuvenation’ exercises costs millions of dollars and apparently researched with many consumer segments before they are approved. Now the only reason I think consumers in these research don’t say its lousy is because they feel bad. Most researchers approach the line with such zeal that the respondents feel if they spoke the truth, it would be like telling a 2-year old “Santa’s not real. Oh, and mind you neither is the tooth fairy.”

Is there someone in any university or something who would like to research on the flaws of research? It should make a nice topic for a thesis. Please give me a shout and we can work together on it.