“Sometimes you have a PR problem, and sometimes, you just have a problem!”
I can’t count the number of time my mentor, Marcia Silverman, said that to clients. And it always brought them up short. After all, they were asking us to sprinkle some magic PR fairy dust on their very real problems in order to make them magically all go away. Lots of firms would have taken the money and sprinkled vigorously. Marcia always had us take the harder path, the one with integrity, and tell the client what they didn’t want to hear.
I’ve been reminded of that recently when major brands opted for the fairy dust of rebranding hoping it would cover up the stink of serious problems.
First, Wells Fargo, who’ve recently endured more than two years of devastating scandals, record setting fines from a series of Federal regulators, CEO and top executives fired and stripped of benefits, Congressional hearings………….it just goes on and on. In April of 2017 they launched a campaign to restore consumer confidence, with the rather tentative slogan: “Building Better Every Day.” Which translates to: “We don’t suck as much as we used to.” A real rallying cry.
Then when that didn’t work (go figure!) they decided that what they REALLY needed was an entirely new brand…….. one that looked exactly like the old brand. What?
Here’s the rebranding spot: https://youtu.be/1rrivHxCeeY
And the tag line is: “Wells Fargo. Established 1852. Reestablished 2018.” Accompanied by promises to stop doing all the bad stuff they got caught doing.
Stay tuned for next year’s rebranding.
Closer to home is the rebranding of the giant Ogilvy & Mather, the company where I got my start and where I was lucky enough to work for Marcia Silverman. They’re in a world of hurt – digital disruption of the advertising industry itself; an antiquated agency model; stalled growth; and tremendous instability at the parent company, WPP. The Ad Week headline was unintentionally revealing:
“Ogilvy Rebrands Itself after 70 Years with New Visual Identity, Logo and Organizational Design
Agency also plans to promote more women to partner.”
Nothing fixes serious institutional problems like a new logo and corporate font. Oh, and by the way, we’ll take some token steps towards a 20th century talent strategy. Never mind 21st century, we’re content to take tentative steps away from an agency run by old white guys.
If anyone should know better its Ogilvy. I can’t think of a clearer signal to the marketplace that they’ve lost their way.
Rebranding for the sake of rebranding is always a mistake because it’s using PR flim-flam instead of authentic communication to try to address previous failures. And that’s true for corporations and non-profits.
Marketing consultants who do branding work should have the integrity to tell that to our clients and guide them to a better solution. Or we should walk away.