Optician Branding Campaign Violates The Laws Of Branding
Opticians have a problem. A big, big problem. People are buying glasses elsewhere. That, in itself, is nothing new. Optometry has been opticianry's bullying big brother for decades, with it's built-in advantages of greater awareness, perceived credibility and a wider scope of practice. Opticianry has always adapted and held it's own. Business is like war. You fight fair and stand your ground.
But a face-to-face battle is nothing compared to a two-on-one fight. In a 2010 article, CBC News said the profession is being "squeezed between optometrists [and] unlicensed eyewear dealers." Opticians are the monkey in the middle of two enemies, both with huge advantages. In the military, this is called a flank attack.
Wikipedia describes flanking as "an attack on the sides of an opposing force. If a flanking maneuver succeeds, the opposing force would be surrounded from two or more directions, which significantly reduces the maneuverability of the outflanked force and its ability to defend itself."
The situation looks grim.
The Opticians Council of Canada would have you believe the solution is to educate the public on the benefits of buying glasses from an optician. The OCC hired Vancouver branding agency, Outside In Communications to "create a national brand for the opticianry profession." The plan is to position opticians as "the professionals that 'help you see better.'"
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