And since then – and like many launches of late – it's attracted mixed reviews, most notably here.
So I thought I'd add my own thoughts into the mix with this comment that I left on Mumbrella:
I've been interested to read the discussion here about this campaign and the idea behind it, but it seems everyone is focusing on the issue from a purely visual perspective or in terms of production. And ignoring the fact they've changed their name from Bank of Queensland to BOQ, as well as the potential reasons why – which is a pretty big deal.
When it comes to choosing names – for babies or banks – it's always difficult. But what's even more intriguing about this case is that while their campaign is all about being small and personal, their change of name says exactly the opposite.
Firstly, choosing an acronym is the surest way to strip any emotion and meaning from a word. Acronyms typically lack personality and make it hard for people to remember what they stood for in the first place. Which, unfortunately, does not resonate with their new tagline "Your own personal bank".
Secondly, it's interesting to think about why they switched to an acronym. The likeliest reasons are more to do with a commercial rather than a creative strategy. They want to put some clear water between the brand and the word "bank", as well as lose the restrictions that come with the geographical tag "Queensland".
In other words, this isn't about getting smaller, this is about getting bigger. Much bigger.
So what will it be? A small, local bank with the personal touch? Or, an international institution that hides behind a faceless acronym? Looks like they're keeping their options open for now.
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