Friday, March 6, 2009
RailCorp: dill of the week.
In case nobody noticed, the game has changed. Companies and corporations are no longer the custodians of their brands, their customers are. Marketing managers and advertising professionals don't get to decide what a brand is, and what it is not. What we get to do is divine what people will or will not permit us to be, and then be that to the best of our ability. Which makes NSW's RailCorp the dill of the week. When a bright young spark created an application to allow commuters to check on Sydney's (notoriously unreliable) timetable on their iPhones, the Bureaucrats got all medieval on his ass. Legal letters were issued, threats to sue were made. After mumbling some crap about timetables being 'copyright', the government institution then issued other threats against makers of similar applications. No doubt a shiny new TVC will be out soon extolling the virtues of the Sydney rail system, and how grateful Emerald Citysiders ought to be that 90-something percent of their services run on time. Which will only rub salt into the would of the poor viewer who's just got home an hour late. Despite what lawyers might say, marketers and corporations don't own the 'copyright' to their brand attributes. The public can withdraw it just as fast as they give it.