I was invited to an event last week at which the vendor in question has announced it will unveil its new logo.
That’s right. A new logo. (A few weeks after it was unveiled in the USA)
The company’s name begins with “N”. The new logo is a big “N”.
Apparently the event will also explain why the new logo is important and how the company plans to capitalise on its new logo. I am pretty sure this will mean trying to sell stuff, probably new stuff that was invented because the company’s customers said they want it instead of the old stuff.
There could be a story in this, that goes along these lines:
“Company N today announced its new logo
‘We’re thrilled by the new logo. It says things about the company that the old logo did not say,’ said some executive.
‘We think customers will like the new logo and the new products, ‘ he added.
The new products include [insert product-specific jargon].”
That’s about as much story as I expect to get out of these things. And frankly I do not believe that readers care about the marketing stance a company uses.
There’s a chance – a very small one – that there is a real story here. But frankly I have been to so many of these things and the real story is present so seldom, that I have asked to do this one on the phone and save myself some time. Travel is one killer, the other is the inevitable pfaffing around that happens at these things, which always start late, run overtime and feature about 15 minutes of actual content. That content, however, is diluted by the fact the timing of the catering always runs amiss, so the poor old spokesblokes try to get their message across while journos clank their cutlery.
The inevitability of that little mess makes me think that a phoner would be best for all concerned this time!