There is nothing more unappealing than a strong whiff of desperation. This is far from a new observation but it – desperation that is – was clearly on show on The BBC last night during the pre-amble for the Commonwealth Games. The coverage and presenters absolutely reeked of despair in trying to imbue a feeling of Scottishness into the proceedings. Clearly it was a tactic from someone higher up the food chain, as the seasoned presenters looked and felt pretty uncomfortable with their content and scripts.
Now everybody knows that the Beeb is predominantly an English service that pretends to cater for and care about the provinces (as they call them), but with the looming Scottish referendum imminent it appears they have been given special instructions to big up the Commonwealth Games and in particular the hosting country in a way that we haven’t had to endure in the past. From the tartan sofa right down to the Scottish celebs wheeled out for opinion, its clear the BBC understands the desperate loss that will become them if Scotland should go it’s own way. I guess the clue is in the name.
The problem here is that by trying quite so hard I can imagine that Scots will be further turned off this great institution and as a consequence any floating voters will be encouraged to move as far away as possible from the badly dressed dad dancer.
The point of this rant is as a lesson to brands. There is no bigger turn off than trying too hard and spoon feeding people your own agenda.
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