Today, I say "No"! No to brands that appropriate the latest buzz in town that does not match their personality. Has branding something to do with trends?

A few days ago, seating in the Parisian Metro, I thought I saw a billboard for French top bank Banque Populaire, mixing the universes of both the bank and Tim Burton's Alice in Wonderland successfull movie. I was wondering "What the hell can be the link between Banque Populaire and Alice in Wonderland" (sorry for the colloquial language, see how shocked I was)? 

Indeed, my sight had not abused me! Banque Populaire has well partnered with Alice in Wonderland and so have so many brands by the way! Welcome in the wonderworld of the branding industry! From a branding point of view, partnering with the latest buzz in town is for some brands a real good branding strategy; for others, might sound fake. And unfortunately, to me, this is how the Banque Populaire/Alice in Wonderland partnership sounds: all too fake, sorry guys!

Let's have a look closer to the branding strategy Banque Populaire claims. In their press release, the legitimation is the following: "With this campaign, Banque Populaire intends to pursue the modernization of their image, first launched in 2008 with the Banque Populaire saga around fairy tales, turned to young adults, students and young professionals." "Initiatory trip towards independance and self-assertion, this fairy tale by Tim Burton is a further opportunity for Banque Populaire to position as the key partner of their clients lives, trusting everyone's ability to undertake and find his/her own way." ... ... Yes, Banque Populaire Communication staff has found THE link between the bank and Alice in Wonderland: the beloved shared values! Think about it everytime you need to legitimate a co-branding. In those hard times of crisis and financial industry global disbelief, the speech is attractive: a bank that would trust you and your choices when it comes to undertake something, humm, yeah why not? Oh true, it's what a bank is supposed to do, sorry!

Anyway, to me, there are so many things to tell about this 360° ad campaign and partnership in term of branding, in the form and substance:
- the link between both "brands": even after reading the press release, I don't get the point for that association
- the symbolic of Alice in Wonderland: for the Banque Populaire, "undertaking, risk-taking, self-assertion"; what about "absurdity, confusion, non-sense, lack of judgment, schizophrenia"? And what about entering a Banque Populaire agency reorganized to make you feel like in Wonderland (because, yes this is a part of the 360° strategy)
- "modernizing the image": have a look to some of the modernized communication tools and answer that question: "Is modernity the feeling you've got"?
- brand consistency: where can be brand consistency in the visual codes when your communication is based upon a concept such as the "fairy tales" in which the graphic codes you use are completely related to a precise universe and the only link to your brand is the logotype?
- and finally graphic design: I may be a fan of the ad agency that designed the whole package of Banque Populaire/Alice in Wonderland, I must say I'm far from being convinced by the creative choices.

If ever the Banque Populaire/Alice in Wonderland ad campaign speaks to you, then you may be the one Alice in Wonderland on Earth!