Jonathan over at Dim Bulb has brought to my attention the worst example of image-wrapper branding I have ever seen in my whole life (i.e. "screw the product, let's just change the logo"). This is so bad, its hard to believe its not a spoof. Even Hugo Gaines, the fictional dickhead marketing director from the WTS? book, would have been pushed to do something so daft.
The company in question is Whitbread's Premier Travel Inn. To quote from the official press release, the issue was that:
"Throughout 2006 an extensive research programme was conducted and showed that whilst the PTI product is market leading, the brand does not have the recognition it deserves, especially with leisure users
So, they are "re-branding" with a spend of £13 million, plus £9 million of capital expenditure, making £22 million. Oh, and their largest ever advertising campaign. And the change being made? Cue drum-roll ....dim the lights....hold on tight....they are changing from Premier Travel Inn to...Premier Inn.
Yes, that's right. £22million to take out the world Travel. A word which, as Jonathan points out, they added in the last re-brand back in 2004 from Premier Lodge to Premier Travel Inn. And now, to Premier Inn. And just listen to this load of old bollocks from their marketing director, Gerard Tempest. True "Hugo-speak" that is so cringeworthy I couldn't have written it better myself:
"The re-brand will over-arch everything in the business, and be used as an opportunity to springboard our “guest obsession” activity even further forward.”
Un-be-bloody-believe-a-bubble. Let me just say that last bit again. "An opportunity to springboard our "guest obsession" activity even further forward". Hugo lives and breathes.
And to end, I love Jonathan's take on the added value of this bold branding move:
"What will this mean for consumers? Well, by reducing the corporate name by 1/3, it will be easier to remember. There are probably cost-savings to be had, too: signs can be made smaller, and lighting them will cost less; perhaps a smaller logo will use less paper and ink on statements and correspondence; stitching the logo on company uniforms will require fewer spools of thread."
When it comes to brand bull**** and buzzwords, truth truly is stranger than fiction....
Hello, I am wondering about your use of the word wpapening . What does this mean and is there and origin? I have used that word to describe a specific web-happening activity, but not sure if you are using the word the same way.please let me know. thanks! Lee
Posted by: Patricia | September 18, 2012 at 12:23 AM
makes total sense. Unfortunately, this seems to be a very large part of the marketing we see every day, and makes our jobs so much more duificflt. People become, as you put it, jaded, and turn their brains off to advertising, when it is advertising that informs a person of a product or service that they would really want.Lunch for sure. I will give you a call.February 7, 2011 10:26 pm
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Posted by: veink | December 02, 2011 at 08:09 AM
Which design/brand agency fleeced them for that stupid amount of money then eh? This is the complete opposite to our waffle free way of working. Some people...
http://www.socreativestudio.co.uk
Posted by: SOChatter | September 29, 2011 at 03:39 PM
Oh... my... God...
Some people have too much money and no f*cking idea. Give ME 22 million pounds, and I'll do something decent with it. In fact, give me 10 million pounds and I'll take another word out, to make it even easier! ;)
Posted by: themolk | July 11, 2007 at 11:34 PM
Oh my gentle Jesus.
Posted by: Kevin Keohane | July 11, 2007 at 04:50 PM
They should have done what Prince did in the 90's and have "no name". They would have saved a fortune on badges, signs, etc.
Posted by: | July 11, 2007 at 08:21 AM