Ok, so we've seen the new February low-key ITV1relaunch - some good, some bad, and some just plain misguided. But I think they're now on the right lines. The question is: should they have just gone for a major relaunch to co-incide with the return of News at Ten? Or are they trying to build up viewer loyalty to the brand with a view to a major relaunch this Autumn?
Why do they have to relaunch their branding and all that. All theJoe Bloggs telly viewer really wants is some decent programmes to justify what we spend on the license fee and sky TV. I really couldn't give a damn about the latest idents and graphics. I just want something decent on telly to watch that isn't a sodding repeat or total crap.
I see five have now announced my wish of resurrecting the Sweeney with Ray Winstone as Reegan.
As much as i loved The Sweeney i can't help but think reworking old TV is incredibly Lazy.
Why do they have to relaunch their branding and all that.
It's subliminal as well - it's surprising how much the feel of a channel can be improved with a new identity.
As the saying goes, You can't make a silk purse from a sows ear . It's like tucking into a Teso finest Coq au vin with the cheap st finest ingrediants but why have that when you can have the creme de la creme M&S coq au vin instead. It's all in the quality not the packaging.
As the saying goes, You can't make a silk purse from a sows ear . It's like tucking into a Teso finest Coq au vin with the cheap st finest ingrediants but why have that when you can have the creme de la creme M&S coq au vin instead. It's all in the quality not the packaging.
Yes, like comparing Hovis to M&S bread, or McVities to M&S biscuits, or Tulip to M&S bacon.
Packaging is important though, otherwise people wouldn't be earning billions from Marketing. When BBC1 launched 'The ONE' campaign, they completely re-focused the view of that channel. ITV1 HAS improved, but the perception is that it's still much the same. The likes of Thank God You're Here and Moving Wallpaper are very different to ITV output over the past decade. But viewers can't be bothered to sample the new shows. Despite the fact that, unusually, ITV is standing firm and not taking the low-raters off air something has to give. And that's why I think a relaunch will have to happen later this year...
The brand identity gives a 'face' to a faceless channel - it can serve as a good indicator of the type of programming a station has to offer, but it's true that it
can
change public perceptions too.
Hyma hit the nail on the head with his comment - you can't argue that while Tesco may sell their own brand of 'Malted Wheats' breakfast cereal, people are still more likely to refer to it as 'Shreddies' because that's the brand synonymous with that particular type of food.
However, re: ITV, that raises an interesting point - here in the West, the current ITV1 brand has arguably failed to establish itself for some time now - people are still referring to it as 'HTV' as if the name hasn't left our screens!
On the flipside, time may ensure this will eventually phase out once the 'regional generation' are gone - but it still stands that folks today have chosen to ignore the merged brand - even when we've been faced with it for a good few years.
