Marketers really are morons. While workers in other disciplines build their knowledge base carefully over decades, our industry seems intent on destroying its most fundamental concept in an attempt to replace it with something new.
NEW THINKING
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Mark Ritson, Author at Branding Strategy Insider - Page 17 of 58
Recently Toyota’s Japanese president, Akio Toyoda, faced a US-style dressing down when he appeared before a Congressional hearing in Washington DC.
Fighter brands are one of the oldest strategies in branding. In a classic response to low priced rivals an organization launches a cheaper brand to attack the threat head on and protect their premium priced offerings. Unlike flanker brands or traditional brands that are designed with a set of target consumers in mind, fighter brands are specifically created to combat a competitor that is threatening to steal market share away from a company’s main brand.
It’s doubly depressing to see Saturn make its final bow. Depressing, because it’s always hard to watch loyal employees lose their jobs. Depressing, too, because many of the brand’s newly written obituaries completely miss the real reasons behind Saturn’s demise, and the real damage the brand did to GM.
Last week, Deloitte released a report concluding that ‘TV advertising still has the greatest impact on consumers‘. This unexpected finding was derived from survey research conducted in July by YouGov on 2100 British consumers – research which, in the opinion of your humble BSI blogger, is absolute and total crap.