Name Awards

Blooming Business Week let their brand fans down

A long time ago I went to my first big branding conference where an executive from one of the big branding agencies of the world, in reply to an audience question said: “Never change a brand unless it is broken.”

Yes, there are exceptions and other situations. But the one that really bugs me is when management ignore all the know wisdom of the marketing industry because ego gets in the way – and forever more makes marketing their business, products or services an extra chore for the team involved, as well as their customers too.

I have been a loyal reader of Business Week for many years, even scooping up my son’s copy when my subscription accidentally lapsed. But now it got sold off. So what. Doesn’t mean I want any direct association with the new owners – especially when that gives them a whole NY financial slant that doesn’t necessarily play as well across the rest of the country.

The inside makeover is great… and much to my point, the one good weekly read that is not all about financial results and numbers. So why take a great brand name and dilute it so badly by making it longer. If you want to promote your parent company fine, but why foist it off on us loyal readers… especially when you even drop it down to a drab black and white text logo.

Oh McGraw Hill, why did you have to sell it off?

No comments yet.

Leave a comment