Dive BOM: Four executional errors and an unfathomable strategy have ruined The Bureau’s rebrand

Welcome to a midweek edition of Unmade. Today: The BOM rebrand.

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BOMBD

Imagine being brand custodian of one of Australia’s best known and most respected institutions, and deciding it needs a rebrand. We discovered yesterday that this was the plan for BOM, or the Bureau of Meteorology as it would now prefer to be known.

While that was a questionable strategy in itself, a much bigger problem was the execution.