I don't mind a corporate branding campaign. And in terms of design, the basic framework here seems fairly attractive.
I do think the tagline -- It’s all within reach -- is going to invite all sorts of unflattering comments. And some of those comments might even be accurate.
The timing of all this, though, seems poor. Given continued furloughs and the additional — and perhaps unexpected — layoffs, is this the right moment to spend an ungodly sum of money for a team of consultants to develop a branding campaign of this scope?
I’d rather see the money spent on something that might directly result in better journalism. Something that might benefit the readers.