Ernst & Young's rebranding concept not its best

There's something that's been bothering me for quite some time. Almost a year ago, Ernst & Young did some major rebranding.

Now before I start the bashing, I do have to point out that Ernst & Young's new design is pretty sleak. All printed materials have a yellow beam that draws the eye into the rest of the piece. While I think the use of only yellow in everything might get old (not too mention hard to be creative with so little wiggle room), I appreciate their demand to be recognized. That's the principle behind branding after all.

My concern: their message. "Achieving potential." Marinate on that for a minute. If you're still not getting what I'm hinting at, check out the below definitions.

- achieve: to get or attain by effort; gain; obtain

- potential: a latent excellence or ability that may or may not be developed

So Ernst & Young is working to obtain an ability that may or may not be developed? Really? A global firm is working on getting potential, not success, for themselves and their clients? This is the problem with most people in marcom today. They pick a phrase that for whatever reason rings heavenly music in their ears, but then never stop to think about the actual meanings of the words. I can't imagine they proceeded with this message knowing the correct connotations.

Enough already. My point is, think in all directions. Examine every possible angle before you pitch something that makes it clear you haven't achieved potential either.