Branding needs rebranding

Have a read of this article in the Sunday Times about Saffron looking at rebranding Gordon Brown and New Labour.

Click this link to read it

Ignoring the politics of it, Wally Olins makes a few points that we have been batting on about for for a few years now.

1. The more you advertise a bad product, the faster it will fail.

2. Changing a logo on its own will change nothing – other than the logo.

3. Branding itself needs rebranding – it has a bad name because there are too many people looking to just do (1) and (2) above without any thought to all the other stuff which is, perhaps even more important.

We read Wally’s first book years ago and it is brilliant.

Wally Olins On Brand

I guess his second will be just as good too. I’ve just bought this myself, so will report back soon as to whether he adds anything new to the mix.

Wally Olins: The Brand Handbook

We believe that David Milliband will be the next leader anyway!

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