Dave Hebert

Thanks for the perspective, Mark — I think this is a twist on the same problem. Another brand was created (Canada’s Economic Action Plan) and shoved down on top of existing brands in a one-size-fits-all manner.

The right approach here would be to consider how such an action plan would play out in the existing brands/missions of each agency and to find messages that articulate that in a compelling and brand-relevant way.

As far as those really big brands you mention, maybe they have failed at articulating the overall purpose of their existence. Or maybe they want us to know them by their little bits and pieces (Sony: PlayStation, Vaio, etc.), unless you’re an investor (in which case, again, perhaps they are missing the mark; not sure).