Launched in the autumn of 1997, the BBC's 'Perfect Day' campaign was hugely memorable and distinctive, though its impact was mainly due to an inspired choice of song which topped the charts when released as a single. So it's easy to see why the BBC is thinking about doing something similar again in order to promote the corporation in the aftermath of the Hutton report and close to charter renewal time.
Relating to the BBC, the messages from the general public being sent out currently are mixed; support for the corporation dipped during the Hutton inquiry but rallied strongly in the aftermath, though that may have been symptomatic of some people's tendency to support the underdog (and anyone else except the government) in a crisis. And the response from a recent survey relating to the licence fee could have been interpreted in about four different ways depending on who you were.
On a presentation-related issue, if there is one change I would make to a BBC channel at the moment that could make a significant difference to the BBC's public perception it would be to drop the BBC One dancer idents; people are still complaining about them two years later which to my knowledge is unprecedented for a station identity change. Channel 4 quickly admitted defeat relating to the short-lived replacement for its famous flying blocks, so the BBC ought to think long and hard about the image it wants to portray for the future.
Let's face it: despite the BBC running numerous radio stations, websites and other channels it's the face of BBC One a large number see when they switch on EastEnders, and to many of these viewers BBC One IS the BBC. So before embarking on another 'Perfect Day' it should ensure that the nation's favourite channel has an appropriate identity as well as excising cheap copies of ITV formats from the schedules.
Ironically another Lou Reed (the writer of 'Perfect Day') song is in the Top 10 at the moment which the BBC might have thought of using but would have been even more appropriate for Rupert Murdoch - Satellite of Love.
