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Badvertising

 

Is it possible to strengthen a commitment to generate value and sustainability by changing a brand? Yes, it is possible.
 
CVRD is now Vale. This new name speaks to the company’s globalization and mineral diversification today. However, our values and policies have not changed; our commitment to ethics, corporate social responsibility, discipline in capital allocation and risk management remains strong and steadfast. The constant quest to transform mineral resources into essential elements present in the lives of its communities is Vale’s passion. Learn more about Vale at www.vale.com
 
This has to be one of my favorite headlines ever typed (see bold.) Written would be an overstatement. The ad ran today in the Wall Street Journal and must have cost in excess of $100,000. I clicked though on the URL for giggles and the homepage was in another language. Quite fitting. 
 

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