An instance of rebrand backfiring?

Discussion of the re-branding of CTC as Cycling UK.
SA_SA_SA
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An instance of rebrand backfiring?

Postby SA_SA_SA » 20 Sep 2017, 2:42pm

Adam Boulton perjoratively referred to Cycling UK “a well-resourced lobbying organisation” [1]

Would it not have been more difficult for him to do this against the CTC name with its 'old-fashioned' etc connotation(according to some) and long proud history?

[1] https://www.theguardian.com/environment/bike-blog/2017/aug/29/is-the-uk-really-menaced-by-reckless-cyclists
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gaz
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Re: An instance of rebrand backfiring?

Postby gaz » 20 Sep 2017, 7:58pm

If a journalist wants to spout off against a cycling organisation they won't give a damn about it's history.
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SA_SA_SA
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Re: An instance of rebrand backfiring?

Postby SA_SA_SA » 21 Sep 2017, 11:36am

I think the name Cyclists Touring Club would look immediately out of place in his bit of misdirection.
(I think this would still apply if the rebrand had simply created a new campaign brand whilst retaining Cyclist Touring Club for the Touring side, when the article would have to say something like <Campaign Brand>, arm of the Cyclists Touring Club).

Also perhaps the chances of some readers having heard of Cycling-UK is much less than CTC (eg Dad/Mum grandpa/ma was in CTC and that description doesn't sound right... == letters to the editor), hence misleading quotes about CTC might be more risky to a 'person masquerading as a journalist'.
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