This past week the CBC made one of its biggest mistakes in coverage of our national sport hockey.
The mistake was the decision to go in a new direction with the our beloved "Hockey Theme Song" our unofficial national anthem with a yet untested or unheard new theme music starting this Fall with coverage of the NHL. Did CBC not learn anything when Coca Cola came out with "NEW Coke" back in the 80's. If it ain't broke, why fix it? Coke learned after losing lots of market share to Pepsi to come back with Coca Cola Classic, CBC on the other hand can not learn from this mistake, someone else recognizing the power of the song and the impact on their brand has stepped in.
Today it was announced that CTV Inc has acquired all rights to 'The Hockey Theme' in perpetuity, preserving the song's legacy and ensuring it will be heard on national television for years to come. 'The Hockey Theme' song will now live on CTV Inc. properties TSN, RDS and across Canada on CTV during coverage of the upcoming Vancouver 2010 Olympics as outlined below.
When you mess with your brand or want to make changes it only makes sense to test and slowly introduce a big change like this. CBC will have to work hard to keep hold of it's hockey audience that CTV and their partnership with TSN and RDS will surely gain by having the familiar music playing at the start of every NHL and Olympic game they cover.
I know this Fall no matter how great the new song CBC has cued to go there will be backlash. Imagine wanting to go see The Tragically Hip in concert and it turns out the New Kids on the Block are playing, it just is not the same.
I have my back up plan in place with a recorded version of the "Hockey Theme" song cued to play while I mute my TV when watching CBC, or better yet I will just want for coverage on TSN.
Have you made or thought of any "BRAND" changes, what have you done to test r what experiences have you encountered?
Send me your information to chasemarketing@smpatico.ca
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