The John Labatt Centre isn't even 10 years old, and the powers that be are rebranding it already??
The John Labatt Centre, or JLC, has become a well-known brand in London and even Southern Ontario. Why the sudden need to change the name? What damage was the JLC name doing? How many millions of dollars per year is this going to make Labatt? Zero?
From my standpoint with my marketing background, I think it's a really stupid move, a waste of time, and a waste of money to re-brand what has only recently become a well-known facility. It seems like re-branding is some sort of corporate fad. Look at Rogers Centre, or more locally, The New PL...er, A-Channel...er, what's it called this month?
I've worked with some junior marketing consultants, and for some reason they seem to have an obsession with re-branding everything they can get their hands on, just because it's a fun activity. It seems to be an easy solution to marketing issues that are usually a lot more complex than a brand name. I almost guarantee the JLC rebranding was invented by a 20-year-old in another city who has never been to London.
However, I'd like to hear from our resident marketing expert, MolsonExport. (On a side note, will he be rebranding his SSP handle to a brand of beer produced in London?
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