TO B or not to B--BB's lifting...

By Eli Bouchaaya CD MemAc Ogilvy Kuwait Here is the new campaign of Burgan Bank, following its makeover operation, the lifting of its logo; certainly intending to upgrade its image and identity, "Because you drive us"... Burgan has changed!...And yes why not, some change, other mature, as this other enlightened man said. But hey, what's happening on the branding and re-branding trail? Who said it's time to change every part of you to B or U Die... Mister GLOBALIZATION or a greedy brandmeisters? BRAAAAAAANDZZZZ----definitely the buzz word of 2007... EVERYONE WANTS TO BE A BRAND IN ORDER TO BE...As if branding will rejuvenate you...and then, the cash will flow--as simple as that!! TO B OR NOT B WHAT DO U WANNA B? JUST B WHO U WANNA B!! Meanwhile, the BB we knew is dead; vive the swirl, the new BB; vivacity, dynamism and a new life awaiting the customer! Beware, the bank is driven by YOU...Does this mean, in the past, it wasn't!!?