I really do not get why the BBC wastes all their money on these horrific "oneness" idents. They clearly do not represent the programmes and are a slap to the face to TV license payers.
I'm pretty sure the BBC didn't spend
all
their money on the Oneness idents.
But seriously, with an ever competitive market its more important than ever for TV channels to have strong brands and identities. But also the BBC have got to move on and realise they need to be attracting a younger audience who will remain loyal, pay the licence fee and watch programmes in years to come. It doesn't help that BBC One doesn't have a property of its own like BBC Two has with its '2'.
Branding is so important and even with the BBC it effectively pays for itself. Government departments still do it so the BBC definately should be paying more attention to it - it doesn't have to be expensive, just smart, though sometimes the smartest thing to do is invest heavily now and reap the rewards for years to come.
Sadly social media branding is probably more important to them now than channel branding but even there there are glimpses of what they can do, notably with the recently introduced BBC News sting for videos which is so simple, so current and actually still on brand, and it could easily be the template to introduce a contemporary new look across BBC News whilst retaining core elements of the previous brand.
