Since my media nodes, and time, are naturally limited I failed to get any sort of inside scoop, but How Do reports a number of interesting factoids, including:
• Finch was originally to be awarded the pitch without it being put out to tender, resulting in some understandable consternation from other agencies in the region
• A second pitching stage saw three agencies bidding for the roll-out of the branding and launch, using the logo already designed by Finch
• An original strapline reading ‘Alive with Imagination’ was removed when it met with ‘a pretty poor reception from everyone unfortunate enough to have seen it’.
• A number of companies competed for various components of the brief, which seems bafflingly complicated.
• Phil Redmond has had nothing to do with the branding. He is apparently in a huff after disagreeing with the direction of the branding.
I think I’ve got all of that right, the pitching process seems rather labyrinthine to me. From what I can work out the branding is handled by Uniform and the website by Ripple Effect.
Additionally, the whole brief cost around £100K according to How Do, which was less than the initial £150K bandied around.
The site also indicates the thinking behind the rebrand, from a council document in late 2008:
A council report released last week detailed the motivation behind the re-brand, noting how successful rival cities were at positioning themselves on one quality or brand value (eg “Paris is romance, Milan is style”).
This leaves me to wonder what the soundbite from this rebrand actually is. Are we still going with Liverpool – Third Best?
I’m happy to start off the debate about what it should be here and now. Feel free to join in.
Liverpool – Better Than Manchester
Liverpool – Ey Mate!
Liverpool – Now With Massive New Shopping Centre
Liverpool – Home of Sex and the City’s Kim Cattrall