Sberbank: Rebranding during the plague
This week, the media agenda was pumped up and people were stirred up by Sber (in the very recent past, Sberbank), which started a serious rebranding. At the end we got a new logo - with a bird in a circle. Quite a nice logo, I must say.
And everything would have been fine if information about the cost of such modifications had not been leaked to the press - attention! – 300 million dollars. Yes, yes, roll this amount on your tongue like a jelly candy - and be envious.
Many immediately thought that it was for the new logo that so many people paid so much money. Bags of money. No, we were talking about a total rebranding. And the amount announced in the press has not been verified either. So don’t rush to throw rotten tomatoes... but!
The very initiative of Sber to rebrand itself turned out to be strange when times, in general, are not the best - and the people are not positive. Indeed, what happened closely fits the well-known expression “feast during the plague.” Or the no less famous one – “they’re going crazy.” And these are fair remarks.
However, in reality everything is much deeper. The trick is that every time organizations like Sber make people understand: as if in the work of H.G. Wells, there are Morlocks and Eloi, there are ordinary people and supermen (by the way, it was Mr. Gref who financed the movie with Fyodor Bondarchuk in the title role as once again about a superman).
And this morality is not ours, not Russian, but someone else’s. It is among the Calvinists, whose teaching so strongly influenced the formation and formation of the notorious Western values, that people from birth are divided into the elect and the rejected. In our country - in the Russian paradigm - every person has the right to the Kingdom of Heaven.
And this foreignness of morality, in turn, gives rise to corresponding social mechanisms, because nothing has changed since the time of Plato: ideas still rule the world. Accordingly, social tension is growing.
I repeat, this is not a matter of rebranding, but the fact that Sber sets its own rules of the game. As is the case with Crimea, for example. Have you seen green bank branches on the peninsula? With that same “bird”? No, we didn't. And you can’t call “900” from the peninsula. Same thing. I remember when I went over this topic closely several times - some publicists, apparently paid by someone, came at me with aggression for a long time and painfully. Weaklings.
It is strange when the state cannot establish uniform rules of the game. Or it doesn’t want to install (which is even worse). But it is doubly strange when something like this is superimposed on the corresponding historical experience. Is it worth reminding us on the wave of what popular disappointments and beliefs the “Reds” came to power in 1917?
As for the new Sber logo, it’s cute, of course, but not at all original. A very similar logo was patented a couple of years ago by a Swiss watch manufacturer. Yes, and it happens: millions of dollars cannot buy brains, like conscience.
English version :: Read in English Sberbank: Rebranding During the Plague