Another problem solved - one that didn't even exist!

One of the few things we can still agree on in Germany is that the railway system must change—or rather, transform—from the ground up. For such a process of change to succeed, effective communication is essential, both internally and externally. A brand is communication. That is why the brand can—and must—play an important role in the process of change.

Is a new visual brand identity exactly what the company needs? Well, that depends—specifically on the change process. In fact, that process sometimes gets off to a better start when a new identity raises the bar from the outset. But in most cases, it’s better to stick to the script: During the strategy phase, the identity remains under wraps; then comes an internal launch; and the “go-live” doesn’t happen until a minimum level of “operational maturity” has been achieved in the process.

The question of when and how to unveil the new brand identity is therefore by no means trivial and requires managerial expertise; for just as is the case throughout the entire railway group, decisions must be made in marketing and communications regarding which problems to solve first and which to address later. Where should scarce resources be allocated, and where should they not? And here it becomes clear—once again—just how overwhelmed the entire Deutsche Bahn management team is. Given the enormous challenges facing Deutsche Bahn, the elaborate launch of a new visual identity simply cannot be a priority, even with the best of intentions. Instead, all energy should be focused on passenger communication, employee training, service, and order in the stations… we could go on and on.

However, in our view, this new brand identity doesn’t solve a single problem. On the contrary: The new, underlying brand personality of Deutsche Bahn as “the doers” (sic) is still the perfect breeding ground for cynicism and frustration. After all, Deutsche Bahn launched its “Action, not empty talk” campaign six months ago.

As expected, nothing has happened that customers could actually experience. Until now, that is: Because now the motto seems to be, “Make it look good instead of just doing it.”

Or what do you think?

Here's the link:https://www.designtagebuch.de/deutsche-bahn-richtet-marke-neu-aus/