SEE YA LATer BEAVerS
Have you noticed the billboards and the station domination at Bloor Station with the ubiquitous "er". You can't really miss them. They're everywhere. I have to admit, I've been intrigued. But my first thought when I saw this teaser campaign was, I hope they don't let me down when they pay it off.
Well, you be the judge. Here's the pay-off:http://www.bell.ca/home/
From my perspective, it's actually not bad. But does it make me want to send the link to all my friends because it's so differentiating for a rather commoditized brand? Not so much. Is it clean and smart and more appropriate for the brand? I think it is. I do wonder however, whether Bell has gone from one extreme (cute beavERs, retail) to the other (clean, corporate, even a little cold) a little too quickly. Even the new logo removes any connection to humanity. (Remember the yellow swirl around the face in the old logo?)
In the end, it doesn't really matter. Bell is trying to do things differently and that's probably a good thing. But can the service and product offering fulfill on the promise of the new "BETTer" brand?
Someone actually told me a story recently that best represents how seriously Bell seems to be embracing change. The phone rang, my friend picked it up, said hello and heard: Mr. [Smith], I'm calling from Bell. How can I help you today?
In disbelief, my friend said, well, I'd like a FREE Blackberry Curve.
His account was credited $400.
Seriously.
Maybe, in keeping with the times, this is change we can believe in.
R.I.P. Beavers.
