Bell Canada’s recent new logo launch got me thinking. When businesses launch new brands, they often welcome the attention that the media pays the news – and why not?

After all, re-branding is all about attracting attention – getting people to look and see. And with well-crafted re-branding strategies, businesses attract interest in not only their new logos and themes, but also – they hope – their products and services.

Still, it’s surprising to see how well re-branding plays out in the media. Countless news stories and blog posts are being published about brands. People are quick to add their own comments to the debate. It’s clear that branding strikes a chord with many Canadians.

Setting aside arguments for or against the logos and taglines companies unveil, it’s interesting to note that the public is deeply engaged in this topic. People love monitoring and considering the messages that companies use.

This is informative for anyone considering a public relations strategy. Certainly companies seek to prime the media pump with press releases and pre-launch interviews, giving reporters and editors the opportunity to spread the word about new brand initiatives. This also gives the public the opportunity to consider the new brands within a rich context of expert opinions and industry insight.

All in all, it helps keep the public interested – and it helps companies become a part of the stories they’re trying to tell.

IT World Canada just announced that it has acquired IT Business Group from Transcontinental. That means ComputerWorld Canada and Computing Canada will be part of the same family. For how long? IT World Canada confirmed seven lay-offs in the press release but added there would be “no additional personnel changes as a result of the purchase”. No details yet on the future of all the publications and digital brands. IT World Canada’s president Andrew White made the following comment:

“Over the coming weeks, we will be finalizing the integration of the companies, and reviewing the product portfolios for future synergies. In the meantime, we will maintain all existing properties and work with our clients to ensure a smooth transition over the coming weeks and months.”

The acquisition will strengthen IT World Canada’s position in the market (I am especially interested to see what kind of digital strategy the combined powerhouse will embark on). Depending on the extent of the “future synergies”, it may also leave the Canadian IT community with less opportunity to get business technology news from different media sources. This begs the question: will we see another media company (or blogging network) step up?

Maybe one of the large American technology business sites will consider creating a Canadian site to get a share of the local online advertising dollars. Red Herring announced some kind of Canadian presence a while ago. CNET already operates international sites in Asia, Australia and several European countries. It has all the technology infrasctructure in place. Why not hire a few journalists and add Canada to the portfolio (again)?

Maybe other Canadian media properties, like Canoe or Globetechnology.com, will look at beefing up both enterprise-focused content and Canadian stories in their technology sections?

Or will we see even more independent bloggers and news sites pop up in Canada? Former National Post tech reporter Mark Evans is blogging away with his two tech blogs and a podcast series (together with Kevin Restivo). On the telecom/VoIP side, we have people like Alec Saunders and Jon Arnold covering the community. And there are many more.

IT World Canada is positioning itself for long-term success as an important voice in Canada’s thriving technology community. With more editorial staff it has the chance to provide even more breadth and depth in coverage. But there is room for more voices – corporate or independent.

Read the press release here