A lesson on when it comes to branding, don’t be so literal.

By Amber Hudson and Luke Sklar

Every few years it pops up:  let’s make our national anthem less offensive to us womenfolk by changing the line “True patriot love in all thy sons command”.  In 2002 a bill was introduced to change the lyric, in 2010 Stephen Harper thought about it for a couple days before moving on to more pressing issues, and now the Restore Our Anthem group is firing up the campaign once again.  I’m all for gender equality people, but I, like most Canadians, don’t really put much stock into words written back in 1908.

And maybe that’s just it – it’s been around for so long that it’s beyond its literal translation.  Despite this, there are people who work themselves into a lather over these things.   So, to keep them busy we have a few other examples that they should add to their “fix it” list:

Toronto Maple Leafs:  the Spelling Bee Society of Canada would like to point out the plural of leaf is leaVEs.

The St. Louis Cardinals: gasp, what must the Pope think!

Winnie the Pooh:  the Order of Sanitation Workers doesn’t appreciate the most challenging aspect of their job being mocked in a children’s book.

French Connection UK (FCUK):  Mother’s around the world are tired of explaining this one to their 6 year olds.

Aunt Jemima:  The Kerchief- Wearing Society of …oh forget it…it goes without saying.

Apple logo:  Can we spend a moment on this offensive logo that indicates the company is clearly misogynistic.    The bite out of the apple represents the bite Eve took from the forbidden fruit while lounging around Eden, suggesting women are impulsive and untrustworthy.   Ha!  See what I mean, all this can get totally ridiculous!

In a world that’s changing at a rapid pace, we need to stop and celebrate the rituals of simpler times.  Let’s not spend what little time we have on things that really don’t matter.  Brands are a sum of their parts, creating an emotional connection based on what they promise, not on a word here or there.