The same Club, just better...

Posted on 24/02/2017 11:55 by Wildwood

The club seems to have achieved the impossible by getting just about every one to agree. The achievement is that the new logo is not fit for purpose and they want the old one back.

Posted on 24/02/2017 12:30 by RochelleCC

Hi Lowsas,

NigelAsh is right, all costs when finalised will be reported to members in the usual way in the Annual Report and Accounts.  That will be a far more accurate representation of the total costs which will then be more transparent to members.

Posted on 24/02/2017 12:37 by Sir Bruin

Not sure about "Just about everyone". I have no objection to the new logo. Looking through previous posts, it likes like there are a few others who don't object either 

Posted on 24/02/2017 12:25 by DaveJ99

There is a general rule in marketing, if you a have strong brand, don't change it.

The 'Caravan Club' is a greatly respected brand. The name has remained virtually unchanged for a century. It is the standard by which others are judged. It is known for quality, service and integrity. The name is easy to say and easy to remember. It is a strong brand.

There is a case for refreshing a brand's graphic identity such as logos, signage, letterheads and so on. There is also a case for repositioning a brand to better target new customers and to better define its function, for example, 'enjoying the great outdoors' is better than 'somewhere to pitch a caravan.'

Turning to the new name, the Oxford Dictionary says a caravan is a vehicle equipped for living in, typically towed. It defines a motorhome as a motor vehicle equipped like a caravan for living in.

Imagine renaming our club the 'Caravan and Motor Caravan Club.' Then you begin to see the name 'Caravan and Motorhome Club' is a pointless mouthful too. Touring caravans, motor caravans, trailer caravans and collapsible caravans are all caravans of a kind.

We know the Automobile Association is for more than automobiles. We know the Holiday Inn is for more than holidays. We know the Caravan Club is for more than touring caravans.

Imagine the AA was re-branded the Automobile and Motorbike Association. Imagine the Holiday Inn was re-branded the Holiday and Work Inn. How does that help? How does it help to change the 'Caravan Club' brand name when we know what it means?

Grenville Chamberlain and Nick Lomas have decided to change a successful brand name to a harder to say, harder to remember, tautological mouthful for little tangible gain. Gentlemen what are you thinking about? The 'Caravan Club' brand ain't broke. Don't fix it.

Posted on 24/02/2017 11:18 by RochelleCC

Hi Dave,

The feedback was gathered from multiple surveys over the years, where members told us that they felt the Club was stuffy, old-fashioned and strict. With this rebrand we are hoping to change that image.

The cost has been planned and budgeted in advance. It is being met from normal trading expenses. The amount is affordable, as it represents a tiny fraction of the Club’s turnover and will not impact any of the Club’s plans for investment in sites or club services. Many of the costs are in consumable items such as uniforms, signage and so on which need replacing on an ongoing basis in any case. We have delayed the launch of the sites directory and handbook (which will be distributed this month) for example to make sure that this has the new branding for all of its two year life and so there has been no extra costs incurred. We expect that the new brand will generate a higher profile and increased interest for the Club which will improve membership recruitment and retention and increase usage of club services so that the Club is even more successful in the future than it is now.

Posted on 24/02/2017 08:21 by David2115

The usual people moaning on this site does not in anyway show that the rebranding is a bad decision, this is a tiny forum and is not representative of the membership, looking at the names of people shouting the loudest it is the same as those persistently commenting on, dogs, speed, arrival times, departure times, wardens, noise, ball games etc etc... someone mentioned in earlier post that members were encouraged to express their views, I wonder how many new posters have come on here to do so? Not many I suggest, 

in my view the rebranding is a good thing, it will attract some younger members who may have felt the Cc was out of date and not attractive to younger more dynamic people that are now buying motorhomes, branding as an outdoor lifestyle, walking, fishing cycling, golf etc is great and I think what people want. 

Posted on 24/02/2017 12:37 by Sir Bruin

Not sure about "Just about everyone". I have no objection to the new logo. Looking through previous posts, it likes like there are a few others who don't object either 

Posted on 24/02/2017 08:21 by David2115

The usual people moaning on this site does not in anyway show that the rebranding is a bad decision, this is a tiny forum and is not representative of the membership, looking at the names of people shouting the loudest it is the same as those persistently commenting on, dogs, speed, arrival times, departure times, wardens, noise, ball games etc etc... someone mentioned in earlier post that members were encouraged to express their views, I wonder how many new posters have come on here to do so? Not many I suggest, 

in my view the rebranding is a good thing, it will attract some younger members who may have felt the Cc was out of date and not attractive to younger more dynamic people that are now buying motorhomes, branding as an outdoor lifestyle, walking, fishing cycling, golf etc is great and I think what people want.