I have been to a few meetings around what various organisations are planning on doing for the Centenary of Word War I, one of which included discussions around a brand for the New Zealand celebrations. The idea around this brand is to help organisations tie together their activities so that there is a common platform for people to refer to.
I was interested to see the following report coming out of Australia.
Australian govt may brand Anzac Day
The Australian federal government is reportedly looking to brand the anniversary of the first major military action fought by Australia and New Zealand forces during World War I.
A market research company has been paid $103,275 to conduct focus groups nationwide last year on branding Anzac Day, News Limited reported.
“It is a political intervention which should be snuffed out immediately, not just because it’s a waste of money but because Anzac Day … (is) profoundly celebrated and commemorated,” former Victorian premier Jeff Kennett said.
A Department of Veterans’ Affairs spokeswoman told News Limited the concept for “a national brand or motif” came after an Anzac Centenary Advisory Board meeting on October 14.
She said the government was tendering for a design and that ideas would be focus group tested.
Victorian RSL boss David McLachlan would not comment until he had seen the plans.
I am not sure you could brand Anzac day, but if they are looking at something similar to what we were discussing then I don’t see what the problem is. I would need to see more details.
