The colour orange and a big mistake

ING, formerly a financial giant from the Netherlands, continues its withdrawal from operations in various parts of the world. In the United States, its insurance arm, is in the process of transitioning to its new name, Voya Financial. (Both the legacy site and the new web site are currently still live.) Voya claims it has a workforce of about 7,000 employees and about 13 million individual and institutional customers.
The change to the new name was announced over a year ago. It was, the company states, the culmination of months of extensive research and testing, selecting a name it says reflects its mission, values and personality. “The Voya name reminds us that a secure financial future is about more than just reaching a destination. Preparing for it should be like taking a voyage and having positive experiences along the way.”
The new Voya wordmark is orange, which has long been the dominant and differentiating ING colour. In Canada, ING Direct, a largely online bank which is now part of Scotiabank, changed its name in April when it began operating as Tangerine. There is no doubt that both organizations (there is no relationship between them today) would have probably wanted to rebrand as Orange. Voya has Orange Money ™ and Tangerine states the company has an “Orange culture.”

Orange as a brand name is taken, with the France Telecom brand having a presence in many parts of the world. Tangerine also had Ornge blocking its way in Canada (full disclosure: we created the Ornge brand identity. For more information on Ornge, click here). So, instead of Orange, they obviously opted for another way to name the bank by the colour, calling it Tangerine.
What is puzzling is not the Tangerine name or colour. How they launched the brand, or specifically, it is the launch videos that leaves one perplexed.
The name and new logo were announced this past fall. A video was posted on their web site to announce and explain the name, and talk about how this was the beginning of an exciting new era for the Bank. A number of employees and bank executives, as well as principals of the firms involved in the rebranding, extoll the virtues of the new name. So what’s the problem?
Tangerine is a Canadian bank with a “café”, as they call their branches, in Montreal. Their web site is in both English and French, as is their advertising. The launch videos, the one announcing the new name in the fall and the more recent one posted to signal the launch of operations as Tangerine, show an appalling lack of judgment and consideration towards their Francophone customers, employees, and other stakeholders. Consider this. Not only are the “French” videos posted with subtitles, even the English text that is part of the video, is subtitled. Was it not within their budget to have the English text replaced with French? How difficult would it have been to replace the image of an English brochure with a French one?
Clearly, one does not expect all the Toronto executives to be fluent in French, let alone the California-based name consultant or the Toronto ad agency and design firm principals. The only French speaking person to appear is a woman who extolls how the name is wonderful, how it can be pronounced in French, and doesn’t even have accents! Really? This would be the equivalent of an English speaking person to approve of the name Tangerine because is does not have the letter S.
Scotiabank is one of the five large Canadian banks, with extensive operations in the province of Quebec. Canadian banks, for many years, have gone out of their way to offer many of their customers services in their mother tongue. Today, some of their web sites are available in Chinese, in addition to English and French.
Tangerine is not an unsophisticated mom and pop operation. With their videos they are saying in effect, that Francophones do not merit their consideration. They should have known better.
More over size of a male penis buy levitra online appalachianmagazine.com depends on the susceptibility of each individual, and how well the medications work. There are several reasons, the most common being due to thinning of the article that takes blood to the entire body. ordine cialis on line The pivotal reason of getting diagnosed with erectile dysfunction (ED) or repeated penile failure condition. viagra cheap india To achieve erections the supply of prescription free viagra bought this blood from the blood vessels and therefore helps in the free flow of the blood into the penile region. Below are both videos, both in English and French. Judge for yourself.
The name introduction video, in English.

The name introduction video, in French.

The operations launch video, in English.

The operations launch video, in French.

ing.us
voya.com
tangerine.ca