Rogers Communications has launched a mother-brand strategy to link its disparate companies under a single visual identity.
A new campaign from Garneau Wurstlin Philp Brand Engineering of Toronto, Rogers’ recently appointed corporate brand agency, unveiled the Rogers ‘stamp’ – ‘Rogers Communication Entertainment Information’ – ringed in a red and purple dialogue bubble.
The stamp will begin appearing on all Rogers companies’ advertising and communication – but will not replace existing logos and signatures.
This is the first time that the Rogers ‘home office’ has done any image-building advertising, and it comes at a time when competitors Shaw and Western International Communications (wic), are mounting image campaigns of their own.
Jan Innes, Rogers’ vice-president of communications, says company research indicated that consumers were unaware of the various facets of Rogers’ business – and with the convergence of technologies underway and a number of competitive brands in the communications marketplace, it was necessary to link the divisions in consumers’ minds.
‘We think it’s important they understand that when they’re working with Rogers, they’re working with a strong, diversified, integrated communications company.’
Newspaper advertising introducing the Rogers stamp is now underway, with the outdoor portion of the campaign to begin in December.
In all executions, the headline ‘When you see this’ points to the stamp, followed by ‘Think this’, while the copy explains Rogers’ involvement in the communication, entertainment and information sectors through its various companies.
Innes says the first flight will be followed in the new year with a number of other components.
Rogers Communications companies include Rogers Cablesystems, Rogers Video, Rogers Network Services local business data service, Canguard Security Systems, Rogers Wave high-speed Internet access service, Rogers Broadcasting and Maclean Hunter Publishing.
