Anthea Stratigos – June 15, 2016
My love of branding and marketing started years ago and I can’t stop from commenting on it. Frankly that’s easy to do because there is so much to write about every single day. How can the information industry be so sucky at branding? At year-end, we published our top 10 trends that matter 2015 wrap-up for clients, and one of them had to do with the branding decisions so many esteemed members of our industry made. Some great, most not so great. And in last week, tronc. Oh my, I about fell out of my chair when I had my morning up of coffee with Outsell’s Headlines and saw Tribune changed their name. How can anyone in their right mind rename a venerable publishing company tronc, Inc., and it doesn’t even come with a capital letter at its beginning. Geesh.
And why do they think a name change with one fell swoop makes them “a content curation and monetization company focused on creating and distributing premium, verified content across all channels.” Isn’t that what a modern day news organization is supposed to do? Why make a big whoopty-do out of basic competencies and pick such a ridiculous name to make the point? Do they really believe the name means the change? Tell me it ain’t so!
Somewhere in a high-storied building in a corner office, someone approved this decision. Somewhere on Madison Avenue, or some agency-riddled neighborhood in Los Angeles, or Chicago, some agency got paid big money to pick this ridiculous name. What the heck is a tronc? It says it captures the essence of the company’s mission. It sounds like trunk misspelled or a bad character in a sci-fi movie. You know – those roboty ones that chomp through New York Streets while people flee every which way?
C’mon people. Tell me this name isn’t true. But then again, I read it in Outsell’s Headlines this past week and right below it was a reference to S&P Global Platts. Don’t get me started on that name change… where, oh where is McGraw-Hill Financial when we need ‘em?
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