http://bit.ly/fWMoq9

While this isn't directly "records related", it has some bearing on our
Profession.  Late last year, RMAA went through a re-branding, and in the
past, the association in the US many records managers belong to has done
this a few times- considering name changes, removing or adding tag lines,
deleting the use of the expanded acronym, etc.

This article points out that even and EXTREMELY well known brand/logo
suffers some impacts from their devoted and paying followers when they make
a decision to shift things, even if on the surface the change doesn't seem
too radical. 

For me, an interesting observation was:

Altering a logo can create a backlash, particularly among consumers who
closely identify with the brand. Vikas Mittal, a marketing professor at Rice
University's Jones Graduate School of Business, and two other co-authors
published a paper in 2010 in the Journal of Product and Brand Management
that found that consumers who were most attached or committed to a brand
tended to react negatively to a logo change, while less loyal customers
tended to react positively. And the dislike for the new logo among committed
customers also dampened their enthusiasm for the brand in general. In fact,
committed customers had three times more negative thoughts about a brand
after a redesign than non-committed customers did. And for those committed
customers, the likelihood that they would purchase the brand decreased after
a redesign. "Those committed customers have a strong connection to the brand
and logo," says Mittal. "Any change in the logo is seen as a threat." 

Larry
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[Yes, it's really me =) ]

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