Sunday, 3 May 2009

Go, logo!

There's been a rather hot-under-the-collar debate recently in the usually delightfully restrained-in-a-gentlemanly-way blog Unmitigated England, one of my favourites. But it's a subject that is bound to raise tempers: the destruction of perfectly good brands and logos in the name of globalisation.
The Walls/Langnese "Heartbrand" case is one example, as is the Norwich Union/Aviva story that I commented on a couple of blogs back.
It has to be said that, whatever their current problems, the automobile industry doesn't play this game, thank goodness. Can you imagine BMW deciding that the "Bayern" part of their initials was too parochial and small-fry for the brave new global world? Or Mercedes deciding that their 100 plus year-old logo wasn't really reflecting innovative international synergy? Maybe it's because these "logos" are badges made of good old metal substance rather than Powerpoint will o' the wisps. Perhaps some of the FMCG companies could bear that in mind when they next babble on about "brand value".

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