YMCA Adopts New Brand Strategy- Branding Y

For the first time in nearly half a century (43 years), YMCA of the USA is adopting a new branding strategy; which includes a change from the traditional logo as well.From now on, the more than 2600 YMCAs in the United States; will consistently be branded as “the Y.”

Earlier research performed by the YMCA, provided disturbing and eye-opening results. "Nearly 100 percent of Americans recognized the YMCA name, but very few understood what it stood for."

The Y's new marketing/branding strategy, is designed to increase awareness and understanding of the impact; the organization makes in their communities. As well, the organization intends to offer more programs/services, to more people; in the following three (3) areas: Youth Development, Healthy Living and Social Responsibility.

The new branding strategy, will simplify how the Y is able to communicate the programs and services; they continue to offer clients. The organization's new message is focused and clear: Every program/service offered by the Y, is designed to nurture the potential of children/teens, improve health and well-being, and motivate people to support their neighbors; and their community.

I Guess Hemi's Don't Come in Green

First Chevrolet (Chevy) and now Chrysler (Hemi). Why are car manufacturers abandoning the car enthusiast brands, that have helped to forge their enormous success?

In support of a recent decision, Chrysler has initiated a campaign to distance itself from the performance-oriented Hemi brand; in favor of a greener and more fuel-efficient image. Chrysler says it intends to invest it's marketing dollars into the new Pentastar V6 engine technology, that it promises will improve fuel economy (in its vehicles); by as much as 25 percent. Wonderfully environmentally-friendly, except the car still runs on gas; right?

Do you remember the old "That thing got a Hemi?" advertisements? The term "Hemi" was once a branding bonanza. The brand spoke of power, performance and dependability. If someone asked you "That thing got a Hemi?", and you answered "Yes"; you instantly earn the admiration and respect of your audience. It was a status symbol. It did not require further explanation, or a follow-up...except for maybe "Sweet"?

Nevertheless, Chrysler has said that (most of) their vehicles, will no longer be powered by Hemi. Except, guess what? They really are. Chrysler has said that it will allow the Hemi name to be use sparingly, for the line of V8 engines used on certain Dodge and Ram vehicles; but will be cut entirely from Chrysler models. The remaining members of the Dodge/Jeep lineup running the iconic Hemi engine (300C, Charger RT and 2011 Jeep Grand Cherokee) will be branded as a "5.7-liter V8." Wow, that sounds much more fuel efficient! Instead of just knowing, what (Hemi) was taking all my gas money; now I know exactly how (5.7L-V8) it takes it.

Sorry, I don't buy it. The change initiated by Chrysler, is not about manufacturing a greener vehicle for consumers; it is about creating a greener image for the company. Consumers who look to buy a Hemi, are not concerned with fuel efficiency. They accept that they must sacrifice fuel economy, for the power, performance and dependability, the Hemi brand promises. Start telling consumers how big (5.7L-V8) that Hemi really is, and you just might scare them away.