One of the things that undermines any marketing or public relations effort is the gap between claim or statement on the one hand and fact on the other.
It's called a credibility gap and when it comes to the provincial government's triffids brand cum "brand signature", the credibility gap keeps opening wider. The business ministry issued a "news" release on Wednesday claiming that "[t]he brand signature of Newfoundland and Labrador is fast gaining international recognition."
The basis for the claim is that the "animated television spot featuring the brand logo captured a prestigious Silver London International Statue in television at the world-renowned London International Advertising Awards November 12 and also earned a finalist award in the animation category."
Okay.
Bravo to the creative crew at Target Marketing.
But the rest of the release is just puffery, rehashing the entire brand signature/brand logo mythology that's been spewing from every government orifice since the $1.1 million plus farce was unveiled last year.
The London International Awards recognize excellence in various aspects of advertising and design. It's a big deal for any company to be a finalist, let alone win a silver or gold award as the best in the category. The creativity involved in the project had to stand up against some stiff competition and to be sure, anyone familiar with target's projects over the years will recognize that the pitcher plant logo thingy is by no means even close to the best work the company has done.
But at no point did the logo receive international recognition of the type the provincial government claimed.
Check it out for yourself.
Target won an award for a specific aspect of a specific component of the project.
That's nowhere the same as saying the "brand signature... is fast gaining international recognition," since that implies the logo itself won recognition.
The video created for the launch - the one with the wailing banshee voice - garnered an award in the Television/Cinema category for original music with lyrics.
That's it.
It also finished as a finalist in the cel animation section of the same category.
Congratulations, Target.
And a giant raspberry to a release from a government department that first of all isn't "news" of any sort, and second of all, tries to claim credit that properly belongs to the creative talent at Target. A new minister and a few other changes and the department responsible still hasn't learned from the mistakes of the launch.
-srbp-
