‘Bring It On’ – The Brand New World of Wirral Council

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The only way to start this journey was to bravely use honesty of the past in order to present a different future

They call it ’employer brand’

We call it ‘reputation management’

Nowadays the ultimate goal in personal achievement is to become a ‘brand’. From royalty to rock stars to multi-nationals to public institutions. A world where a logo and a strapline become a recognisable saleable commodity and human worth is counted in economic units.

Now if any organisation needed a re-branding we all know its Wirral Council especially after several lamentable attempts in the past which have done nothing to shift the public perception of a toxic,dysfunctional organisation. Those of us who remember ‘What Really Matters’ and ‘Destination Excellence’ might be forgiven for thinking that yet another costly shit-glittering exercise couldn’t any more woeful. We were wrong.

We’ve previously posted a link to Bring It On Wirral  and we would implore you to  particularly view  The Roles .  We think you’ll find it hard to disagree with an apoplectic reader who wrote to us with the following questions :

What the fuck is this????

Who is paying for this?

Why is it only officers, are elected officials irrelevant? 

What is the purpose of this website?

How much is it costing to set up and run?

All we do know is that the media geniuses behind this farrago are Penna . On their website they tell us :

A very recent example of bold EVP development is the work Penna has developed for its client Wirral Council. On a big change journey Wirral asked us to create a leadership employer brand that truly positioned the Council in a fresh, more dynamic and commercially focused way. Through research and fact-finding meetings reviewing their past, present and future we developed some compelling messages aimed at both supporting and challenging some of the perspectives the external audiences held.  

Centred around a leading strapline of “Bring in on” (sic) we developed advertising collateral, a microsite and a video. The investment in attraction will be realised when people have a different view of Wirral and start to see them as an employer of choice. The only way to start this journey was to bravely use honesty of the past in order to present a different future

www.bringitonwirral.co.uk  – Still live the campaign has so far received over 1.25M impressions with 1,500 clicks through to the microsite for more information. Enormously satisfied with the applications so far (and with fresh and new people coming through), we are confident that finding ways of embracing a brand identification (or re-identification) can be fundamental to any such strategy being a success.

There’s more to do to change and embed new perceptions of Wirral, but the campaign is a real positive start. Paul Satoor, Chief Operating Officer said ‘I recognised that we needed to a bold and impactful employer brand if we are serious about what we wanted to achieve. By creating ‘Bring it On’ Penna have captured the essence of our ambition and aspiration, and although we have a long way to go it is an employer brand that we can be proud of and we are already seeing a positive impact on our recruitment campaigns’

Read more here

If you managed to view members of The Senior Team (and some random extras) repeatedly uttering the immortal words ‘ Bring it on’ without gagging you’re doing well – for us it was not so much a case of ‘Bring it on’ but ‘Bring it up’ !  Our first impression was that we don’t know what filter Penna were using on ‘the Senior Team’ but can we suggest that ‘slapped across the face with a frozen kipper’ is not a good look.  We also noticed that it was left  to a kiddiewink to read the line ‘no fibbers’ . Might we suggest that after  finding out that Santa Claus and the Tooth Fairy don’t exist that Wirral Council having ‘no fibbers’ will be the poor boy’s third big disappointment in life.  More significantly what is Children’s Services Director Paul Boyce doing talking about the Wirral Growth Company? And as for the performance of Wirral Council CEO Eric ‘Feeble’ Robinson is there anyone less suited to uttering the gung ho expression ‘Bring it on’ ?

Bring it on ?  Wirral Council should be careful what it wishes for , whatever the branding Wirral Leaks doesn’t need any further encouragement, especially as we ain’t buyin’ what they’re sellin’…