I may be behind the times on this but I just noticed The Wall Street Journal, one of my own most trusted news sources (props to NYT too), changed its delivery bag from pink to green. Bravo WSJ brand police!
Not sure why this took so long. First, the FT had pretty much staked out the pink bag territory by virtue of printing on pink paper for God knows how long. Why on earth would the WSJ think that delivering their product in a pink bag to an audience that just might be savvy enough (WSJ subscribers are by and large, not dopes) to know about the FT? That is pretty confusing to me.
The author picks up on a "Green" brand initiative
Second, here in The States, green just so happens to be THE COLOR OF MONEY! Yeah, its the color of healthy planet, but that is a global thing. As far as I’m concerned, green = money = Wall Street Journal. So… congrats to all my friends there, especially any of them that helped make this simple and sensible brand change.
This is the sort of thing all of us in the ad/marketing/ROI/media/branding/demanding business preach all the time to anyone that will listen (I’m doing it now). Aligning your brand across all touch points is essential to success/making the register ring. As far as the Journal as concerned, this now begins the second at 6am or so when the rubber hits the road.
