Tuesday, December 4, 2012
OK, you want a new logo for your fast-food chain.
Something that doesn't look so "old-fashioned". (Another voice might say it's a "classic" look, but let's not get off message here.)
Fine. Go ahead. Spend a few hundred thousand getting some design studio to study the hell out of it and then come up with some that's, well, OK.
Just say so. "We just kinda got tired of the old one and we like the new one better. It's kinda 'now', you know?"
Don't feel the need to try to bullshit us with a lot of gobbledygook. Don't (and I'm talking to you Craig Bahner, CMO of Wendy's) try to convince us that this beige approach above "signals the innovation and fresh thinking taking place at Wendy’s, while reinforcing that we are staying true to our values as a distinct and beloved brand.”
What a load of crap.
Something tells me this guy is pals with the marketing genius at Avis who decided to drop their classic tag line for a bunch of words.
Probably also the guy behind their lame "now that's better" ad campaign.