19 April 2016

Sign o' the Times

| Kim Fischer
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Every day we are surrounded by symbols. Some symbols are nearly universally recognised, like the marriage ring, the Jewish star and the peace sign. The strongest symbols and brands also have what marketing types call “imbued meaning”: the ability for people to infer values just by seeing the brand image associated with a product or service. When you see the Nike ‘swoosh’ or the Mercedes-Benz logo, you make automatic positive and negative judgements about that product.

Cities, states, and territories now get branded as well. New South Wales is “making it happen”. Victoria has the “best of everything”. Canberra, of course, has Brand CBR and our “Confident. Bold. Ready.” slogan.

Branding and marketing have been around for a long time, right back to the busts of emperors in Roman times. Way before the concept of a trademark was conceived, monarchs controlled the rights to issue coats of arms – nothing less than a form of state-sanctioned branding. But today when government launch brands for cities, they often get a pretty rough reception from their residents. The common complaint is that they are a “waste of money”.

It is true that it can be hard to link brand activities to a direct monetary return. However, the saying “perception is reality” has a lot of truth to it. We know that confident consumers spend more, and that investors will put their money in places that are growing, attractive places for people to live.

City branding is just as much about convincing its residents that they live in a great place as attracting investment from outside. Brands provide a recognisable “hook” for people to respond to, and can be instrumental in changing behaviour in desirable ways. For example, the draft Belconnen Town Centre Master Plan wants better branding for Lathlain St and Emu Bank to encourage people to eat and congregate in Belconnen instead of going to Manuka, Braddon, or Bunda St.

Here is the interesting secret of marketing today: You can’t just make brand claims that people don’t believe and make them stick any more. The taxi industry campaign #YourTaxis backfired badly when people shared their horror stories about taxis instead of their positive experiences. Oil companies like Shell, BP and Exxon Mobil face intense criticism and scrutiny for their attempts to position themselves as environmentally responsible.

Contrary to some beliefs marketing is now increasingly about substance, not spin. The Walter Kronkite era of authority where someone would be believed simply because of the position they held is long gone. The consultancy Brand Matters suggests four key things that are necessary for a strong brand:

  • Credibility: Do your actions match your words?
  • Relevance: Does your audience care about the promises your brand makes?
  • Differentiation: How are you delivering on your promises in a way that is different from your competitors?
  • Sustainability: Is your brand going to maintain a strong position in the long term?

Whether you are a politician or a multinational corporation, overcoming scepticism in the message you want to communicate is often the very first challenge. The first step is to establish trust in your intentions, but how can you do that if people won’t even listen to what you say?

Which brands do you think are effective (either in Canberra or elsewhere)?

Kim Fischer is an ACT Labor candidate for the seat of Ginninderra in the 2016 ACT Legislative Assembly election.

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wildturkeycanoe said :

For a slogan, how about
“CBR – short for Canberra”.

This is a winner 🙂

Constant Buffoon Remarks

Acton said :

It has to be ….. Skywhale
Inflated by ever rising rates, held aloft by hot air, only moving in the direction the wind blows. Out of touch. Promising much, but unable to deliver from the empty sagging udders of an aging body. .
http://www.pixhoster.info/f/2015-12/1605b598eaa25b2681fcb0f4bcadf86c.jpg

I thought Skywhale was grounded some time ago. We are not likely to see it again.

CBR
Controlled by Rogues, a government Casually Blowing Revenue from Continuously Ballooning Rates.
A Crappy Budget Result.
Can Barr Remain?
A theme is emerging here. And a logo with a theme needs a symbol. A symbol that represents extravagance, waste, arrogance and contempt.
It has to be ….. Skywhale
Inflated by ever rising rates, held aloft by hot air, only moving in the direction the wind blows. Out of touch. Promising much, but unable to deliver from the empty sagging udders of an aging body. .
http://www.pixhoster.info/f/2015-12/1605b598eaa25b2681fcb0f4bcadf86c.jpg

rommeldog56 said :

John Hargreaves said :

Anyone remember the slogan “Feel the Power of Canberra”? I remember going to Melbourne and having my friends there bag me out mercilessly. Dud of a brand if ever there was one.

Couldn’t agree more – “Feel the Power” was a Kate Carnell special as I recall. Though its not a political thing – rather an administrative matter – both sides have dud slogans.

I suppose “the bush capital” doesn’t reflect “all grown up now” post tram and densification Canberra either.

Won’t Canberra number plates soon have “Age Friendly City” (or something similar) on them ?

Or was that dropped ?

The “Rainbow Capital”?

wildturkeycanoe7:33 am 20 Dec 15

rommeldog56 said :

Or, what about sticking with “The Nations Capital”, or “Australia’s Capital Territory” as a brand/slogan – including on number plates.
Rather than hiring consultants & ad agencies to come up with this stuff, I reckon if there was some sort of competition, the people could come up with something much better.

Anything but the AYAA-*** rubbish getting around on all Audis and BMWs. What about a “CBR” series of number plate if they are serious about promoting the brand? Do it in something not so bland as black and white too and make it cheap enough for anyone to buy. For a slogan, how about
“CBR – short for Canberra”.

rommeldog56 said :

Or, what about sticking with “The Nations Capital”, or “Australia’s Capital Territory” as a brand/slogan – including on number plates.

Yes, a much better idea.

rommeldog56 said :

Rather than hiring consultants & ad agencies to come up with this stuff, I reckon if there was some sort of competition, the people could come up with something much better.

But then they’d have to hire consultants to evaluate the responses.

Or, what about sticking with “The Nations Capital”, or “Australia’s Capital Territory” as a brand/slogan – including on number plates. In between the letters & the numbers on plates there could be a pic of a national institution or a scenic view, maybe a black cockatoo or a gang gang (just to keep Dungers happy !) or an image of the Chief Minister, the tram or something. Use a different image each year to support an enduring brand or slogan.

Rather than hiring consultants & ad agencies to come up with this stuff, I reckon if there was some sort of competition, the people could come up with something much better.

John Hargreaves said :

Anyone remember the slogan “Feel the Power of Canberra”? I remember going to Melbourne and having my friends there bag me out mercilessly. Dud of a brand if ever there was one.

Couldn’t agree more – “Feel the Power” was a Kate Carnell special as I recall. Though its not a political thing – rather an administrative matter – both sides have dud slogans. I suppose “the bush capital” doesn’t reflect “all grown up now” post tram and densification Canberra either.

Won’t Canberra number plates soon have “Age Friendly City” (or something similar) on them ? Or was that dropped ?

John Hargreaves said :

Anyone remember the slogan “Feel the Power of Canberra”? I remember going to Melbourne and having my friends there bag me out mercilessly. Dud of a brand if ever there was one.

Times are changing John. You can stay in Canberra and get bagged out, no need to go to Melbourne.
Merry Christmas, mate.

wildturkeycanoe said :

rommeldog56 said :

Postalgeek said :

When I see CBR all I can think of is Cost Benefit Ratio

Yes – and talking about the tram ‘case that is mentioned in the OP.

I think the CBR symbol is on the Brumbies jerseys. I wonder if the ACT Gov’t pays for that sponsorship ?

In any event, maybe they could also have a pic of the tram on their jerseys too ?

With wires of course.

When Canberra grows up into a big city as envisaged, Gungahlin can have their own “CBR Trams” rugby team.

Moore or less.

John Hargreaves6:04 pm 17 Dec 15

Anyone remember the slogan “Feel the Power of Canberra”? I remember going to Melbourne and having my friends there bag me out mercilessly. Dud of a brand if ever there was one.

wildturkeycanoe4:17 pm 11 Dec 15

rommeldog56 said :

Postalgeek said :

When I see CBR all I can think of is Cost Benefit Ratio

Yes – and talking about the tram ‘case that is mentioned in the OP.

I think the CBR symbol is on the Brumbies jerseys. I wonder if the ACT Gov’t pays for that sponsorship ?

In any event, maybe they could also have a pic of the tram on their jerseys too ?

With wires of course.

When Canberra grows up into a big city as envisaged, Gungahlin can have their own “CBR Trams” rugby team.

rommeldog56 said :

Postalgeek said :

When I see CBR all I can think of is Cost Benefit Ratio

Yes – and talking about the tram ‘case that is mentioned in the OP.

I think the CBR symbol is on the Brumbies jerseys. I wonder if the ACT Gov’t pays for that sponsorship ?

In any event, maybe they could also have a pic of the tram on their jerseys too ?

With wires of course.

It will happen.

Postalgeek said :

When I see CBR all I can think of is Cost Benefit Ratio

Yes – and talking about the tram ‘case that is mentioned in the OP.

I think the CBR symbol is on the Brumbies jerseys. I wonder if the ACT Gov’t pays for that sponsorship ?

In any event, maybe they could also have a pic of the tram on their jerseys too ? With wires of course.

how much did Labor pay to get Opera to Australia . Nothing happened even though they said Opera would bring Hundreds of thousands of tourists no American’s .

CBR logo looks like a hipster DBR and fails. not many actually knows what it is or what it stands for . No value for there. Seems it was easy money for friends of government employees just like skywhale.

Postalgeek said :

When I see CBR all I can think of is Cost Benefit Ratio

Cost Benefit Ratio and Marketing are not happy bedfellows

Charlotte Harper said :

Morning, Rubaiyat. I’m sticking to our guidelines on moderation of comments so yep, some of yours are not getting through. When I think of the two most recent examples it was not about the subject matter at all but the tone and in particular avoiding publishing personal attacks. Think play the ball not the man and you’re more likely to get your views across.

Hey hey hey – that sort of reasonable comment won’t fly. Where’s the stridency? Where’s the shrill? C’mon the shrill …..

Charlotte Harper said :

Morning, Rubaiyat. I’m sticking to our guidelines on moderation of comments so yep, some of yours are not getting through. When I think of the two most recent examples it was not about the subject matter at all but the tone and in particular avoiding publishing personal attacks. Think play the ball not the man and you’re more likely to get your views across.

Thank you Charlotte. Perhaps it is worth repeating the RA guidelines for the benefit of those who react poorly to views other than their own being expressed on this forum:

“Rule #1 – Make thoughtful and positive comments. Thoughtful in both senses: both substantial and civil.

The test for substance is this. Does your comment teach us anything? There are two ways to do that: by pointing out some consideration that hasn’t previously been mentioned, and by giving more information about the topic, perhaps from personal experience. Empty comments can be ok if they’re positive. There’s nothing wrong with submitting a comment just saying “Thanks.” What we especially discourage are comments that are empty and negative. Doing so will get you reported and probably moderated if it hasn’t already been picked up by our auto filters.

However our most important principle on RiotACT is civility. We’re well aware that the anonymity of online conversation has lured people into being much ruder than they’d dare to be in person. So the principle here is not to say anything you wouldn’t say face to face. This doesn’t mean you can’t disagree. But disagree without calling the other person names or being inflamatory. If you’re right, your argument will be more convincing without them. Pretend as if you’re visiting someone else’s home when you leave a comment. Comments have the ability to build up or tear down your reputation. They are a permanent record of who you are and what you stand for – so take care – be gracious – make sure they add value (not only to RiotACT but also to your own online persona and profile).

Rule #2 – Refer to rule 1.”

wildturkeycanoe1:16 pm 09 Dec 15

Postalgeek said :

When I see CBR all I can think of is Cost Benefit Ratio

Honda motorcycles is my first thought.

When I see CBR all I can think of is Cost Benefit Ratio

dungfungus said :

rubaiyat said :

Oh how wise and all knowing the Tuggeranongs of this world!

Of course if they don’t know which side of politics is responsible, by waving the appropriate arm or having it spelt out in huge letters on a big hat, then confusion reigns. No idea what to think.

To be instantly for it or against it. Give them a sign!

The current government has been calling the tune for 12 -13 years so anything the others did is irrelevant to this thread.

How so?

What’s changed with the Liberals that we can expect ANYTHING different?

Lucky how certain points are consistently deleted! Hey?

Charlotte Harper12:21 pm 09 Dec 15

Morning, Rubaiyat. I’m sticking to our guidelines on moderation of comments so yep, some of yours are not getting through. When I think of the two most recent examples it was not about the subject matter at all but the tone and in particular avoiding publishing personal attacks. Think play the ball not the man and you’re more likely to get your views across.

creative_canberran said :

Pragmatix said :

CBR is a Labor/Green brand and it stinks. It is not a brand for Canberra and the marketing agency that made the brand grew from Labor/Green money… oh, and the money from taxpayers of the ACT.

Because the Liberals’ attempt with “Feel the power of Canberra” went so much better.

So are you saying they are both crap?

miz said :

I liked the number plate slogan ‘Heart of the Nation,’ as I thought it was apt. However I notice the Australian newspaper inexplicably pinched it a few years ago and still uses it.

I think these plates are still available at RTA shopfronts.

miz said :

Doesn’t CBR stand for ‘Controlled by Rogues’??

Best so far.

rosscoact said :

Pragmatix said :

CBR is a Labor/Green brand and it stinks. It is not a brand for Canberra and the marketing agency that made the brand grew from Labor/Green money… oh, and the money from taxpayers of the ACT.

😀 Alistair, is that you?

In fact it is a brand of Canberra, just not one that you agree with. Much of the marketing emanating from the government is paid from government funds and the rest from businesses. So CBR is your brand, you paid for it. Enjoy it

Perhaps you can explain what this CBR collective “spin-off” is then?
http://stylehunter.com/featured/cbr-collective-canberras-very-own-designer-incubus/
Doesn’t appear to be Canberra owned according to ASIC.

rubaiyat said :

Oh how wise and all knowing the Tuggeranongs of this world!

Of course if they don’t know which side of politics is responsible, by waving the appropriate arm or having it spelt out in huge letters on a big hat, then confusion reigns. No idea what to think.

To be instantly for it or against it. Give them a sign!

The current government has been calling the tune for 12 -13 years so anything the others did is irrelevant to this thread.

Doesn’t CBR stand for ‘Controlled by Rogues’??

I liked the number plate slogan ‘Heart of the Nation,’ as I thought it was apt. However I notice the Australian newspaper inexplicably pinched it a few years ago and still uses it.

creative_canberran12:40 am 09 Dec 15

Masquara said :

The Snows have done rather well again out of the Canberra ratepayer on this one!

This tall poppy syndrome Canberrans have that is so often directed against the Snows is really sad and ugly. What have you done for Canberra?

wildturkeycanoe11:05 pm 08 Dec 15

“The first step is to establish trust in your intentions, but how can you do that if people won’t even listen to what you say?”
People won’t listen to what you say if you won’t listen to the people.
I can’t figure out why you are submitting this article. Is it really about promoting the CBR logo or to justify why so much money and effort has been wasted on such an ineffective product. Brand names and catch phrases mean little when there are so many being thrown about, but little being done to back them up with real outcomes that fulfill the promises made.
So much politics, so many words, so little action. Are any other Canberrans or outsiders convinced by any of it? What about the promises to balance the budget, whilst money is wasted on “Brand names” and $14,000 promotional cardboard tram cutouts? Labor and the Greens are the worst thing to happen to Canberra and that is coming from the mouth of a lifelong Labor voter. No more, just wait till next year.

Oh how wise and all knowing the Tuggeranongs of this world!

Of course if they don’t know which side of politics is responsible, by waving the appropriate arm or having it spelt out in huge letters on a big hat, then confusion reigns. No idea what to think.

To be instantly for it or against it. Give them a sign!

The Snows have done rather well again out of the Canberra ratepayer on this one!

CBR = Claustrophobic Block Releases.

CBR = Crazy Building Ratios

CBR = Casually Blowing Revenue

CBR = Can’t Buy Room

> ..the draft Belconnen Town Centre Master Plan wants better branding for Lathlain St and Emu Bank to encourage people to eat and congregate in Belconnen…

I suggest WeBeCa (pronounced “We Be Ka”) like South Park’s SoDoSoPa and CtPa-Town (pronounced: “sh#tty part of town”). That way we could latch onto the latest trend other cities are failing to implement properly.

I can’t believe what was a nice affordable city is obsessed with these failure ideas about restaurants and hipster cafes like that is all that matters. The ALP and their developer mates are ignoring those of us who live in Canberra because it is suburban (if we wanted apartments and cafes we would move to Sydney).

The Canberra branch of the ALP talks the talk about trendy metropolitan development, then signs off on exburbs full of McMansions on the extreme border of town and has the nerve to call them ‘Garden Suburbs’.

I’m moving to Yass when I retire, this city is doomed.

Pragmatix said :

CBR is a Labor/Green brand and it stinks. It is not a brand for Canberra and the marketing agency that made the brand grew from Labor/Green money… oh, and the money from taxpayers of the ACT.

😀 Alistair, is that you?

In fact it is a brand of Canberra, just not one that you agree with. Much of the marketing emanating from the government is paid from government funds and the rest from businesses. So CBR is your brand, you paid for it. Enjoy it

“Mr Fluffy” has been a winner.

farq said :

I always assumed it meant:
Continuously Ballooning Rates.

How much did this branding exercise cost I wonder?

Love that.

Pragmatix said :

CBR is a Labor/Green brand and it stinks. It is not a brand for Canberra and the marketing agency that made the brand grew from Labor/Green money… oh, and the money from taxpayers of the ACT.

Given that the new ICON art work and TM registration cost over $200,000, we can imagine what the CBR Canberra one cost.
ICON sells water but CBR Canberra sells everything.

creative_canberran3:33 pm 08 Dec 15

Pragmatix said :

CBR is a Labor/Green brand and it stinks. It is not a brand for Canberra and the marketing agency that made the brand grew from Labor/Green money… oh, and the money from taxpayers of the ACT.

Because the Liberals’ attempt with “Feel the power of Canberra” went so much better.

CBR is a Labor/Green brand and it stinks. It is not a brand for Canberra and the marketing agency that made the brand grew from Labor/Green money… oh, and the money from taxpayers of the ACT.

I always assumed it meant:
Continuously Ballooning Rates.

How much did this branding exercise cost I wonder?

Is that what CBR means “Confident Bold Ready” ? I thought it was an abbreviation for “Canberra” – like on airline tickets.

Instead of “Canberra” being written under the CBR, shouldn’t it be designed to send the message “Confident Bold Ready” – so that the reader, ever if the can make out that it actually says CBR, can understand the message trying to be conveyed (ie that Canberra is Confident Bold Ready – for what ?

“Making it happen” & “the best of everything” convey to me, a message. Still, I suppose its in the eye of the reader. Maybe Canberra can be “AFC” – Age Friendly City ” ?

In the OP you say “The first step is to establish trust in your intentions, but how can you do that if people won’t even listen to what you say ?” If you are elected to the ACT Legislative Assembly, perhaps you can explain that to the ACT Labor/Greens Govt members – if they are re elected. Then u talk about substance – not spin. Groan. So, what is all the “marketing” for the tram ?

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