Sweetheart Vivienne frequently muses about how she’d spend hypothetical massive wealth to make a real difference in the world. I don’t think she’s come to a conclusion yet. But even modest amounts of money should be spent wisely. For example A$15M. That’s the amount the ANZ Bank’s spending to develop and implement a ‘new brand’ (whatever that means) [1, 2]. M&C Saatchi Melbourne [3] got the development gig. And what did the bank get in return? Two weeks ago it launched three things: first, a sublimely wondrous new logo (graphic, lower) which is vastly similar to the prior one (graphic, upper). Second, a sublimely patronising tagline ‘We live in your world’. And third, a sublimely stupid TV ad [4]. My questions to the bank are these: First, how do the three blue blobs symbolise ‘We live in your world’? Second, doesn’t ‘We live in your world’ conjure an image of the bank as an interloper? And third, would the bank want to do business with the morons in the ad who wander around with things attached to their heads – be those things blobs or whatever? Surely in these early post-GFC days, banks would best re-brand themselves via better products and improved service. If they do that, the customers will come. $15M to get what they got, beggars belief. And who’ll be the big winners? Why the signwriters and the printers, of course [5].
P.S. Farmdoc and Sweetheart Vivienne hold an ANZ investment. That’s why Farmdoc’s peeved by ANZ wasting this $15M.
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