Comment 81987

By H+H (registered) - website | Posted October 19, 2012 at 14:07:17 in reply to Comment 81985

@Highwater

I think Roger (CBC Hamilton) can win, but they can't have it all. Like anyone who does anything these days, they must have a clearly defined audience, and it can't just be the general public. Even companies that sell dog food don't just sell to the generic audience of pet owners.

For the life of me, I can't tell who CBC Hamilton's intended audience is. What I hope is not the case is that the CBC is throwing out a brand that's worth something; a brand that's already differentiated; a brand that does not now, and never has, connoted lowest common denominator.

If CBC HQ is thinking that online is only of interest to people who have a short attention span and don't care about depth or detail, then I guess you structure your offering accordingly. But why throw out the brand essence and join the crowd instead of playing to your proven strengths. This is starting to look like a case of brand confusion simply because it's a new medium. Anyone who knows anything about branding knows that brand extensions are what smart organizations do, especially if they have limited resources. They build on what they've already got. Creating a new brand is very expensive. Extending an existing one is not only smarter, it's a lot more economical.

gcrawford

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