Great reply!
Actually I am a very strong believer in relevant well targeted advertising. But having run product development marketing for a multi million dollar consumer products company, I can safly say that the product is number one. Strong PR to get the message out to the writers so they can testify to the product is number two. Advertising is for the most part...maintenance.
The book you mention "The fall of avertising......" is the newer book. I have an autographed copy.
Porsche lost it's appeal due to its onslaught on front engined cars. As soon as they went back to revitalizing the 911, protecting their catagory, their sales took off again. Product and a whole host of writers praising their decision and their cars.
Harley Davidson....Same thing. They were getting killed by the superior Japanese products and their pricing. Answer? They improved Quality and added modern features to a new product line, but kept the HD look. They did numerous club appearances, got the customer base back on board...took the Co. public...and the rest is history.
Starbucks was built purly on product, word of mouth and PR. This I find surprising as coffee is a commodity.
AFLAC as clever commercials...but they are in a business where the products are similar, so, they are out spending their competition....I think.
I do agree with a lot of your opinions though. The Absolute vodka ads were genius.....But I think the bottle and positioning played the major role.

Now, if Saab can zero back in on the airplane theme for its cars....any good ad agency will have a chance to help them revitalize the brand....but not without the product.

The new Saab luggage ad.....I know how these things work. The agency will conduct a focus group. The group will unanimously agree that the ad implies that you are different. Mission accomplished!!! Except they will not IMHO create a desire amoung anyone who view the ad to seek out a Saab.....certainly not in the numbers they expect with the cash being spent.

Whats your take?







posted by 68.99.184...

• Be a part of a new Saab Web site, shweri, Fri, 25 Mar 2005 07:25:33
  • You really opened up a can of worms, shweri, No Snaab, Sat, 2 Apr 2005 07:00:33
  • I'm not quirky, Erik, Tue, 29 Mar 2005 10:06:26
  • Re: Be a part of a new Saab Web site, dboone, Mon, 28 Mar 2005 19:56:49
  • Recommendation, kaslop, Sun, 27 Mar 2005 08:30:09
    • well said, MO, Mon, 28 Mar 2005 08:23:39
    • i think you're harshin' on this too much....>>, a prodigal son, Sun, 27 Mar 2005 20:16:36
      • clubs and 'clubs', kaslop, Mon, 28 Mar 2005 13:10:46
        • solid. i hear you on all counts. stream should be up>, a prodigal son, Mon, 28 Mar 2005 14:10:24
    • Re: Recommendation, No Snaab, Sun, 27 Mar 2005 14:36:50
  • Sorry, I'll pass..........., andy , Sat, 26 Mar 2005 08:08:51
  • This sounds like a terrible idea, Brian A Lee, Sat, 26 Mar 2005 05:46:52
    • We're not ugly, RS , Sat, 26 Mar 2005 06:03:48
      • Re: We're not ugly, Brian A Lee, Sat, 26 Mar 2005 06:49:27
        • Yeah, Q would need a different seatbelt setup, RS , Sat, 26 Mar 2005 06:58:42
  • Scott is right, Pete Saab 9-5, Fri, 25 Mar 2005 10:45:30
  • Re: Be a part of a new Saab Web site, Scott Paterson , Fri, 25 Mar 2005 10:23:31
    • Re: Be a part of a new Saab Web site, shweri, Fri, 25 Mar 2005 18:02:59
      • Re: Be a part of a new Saab Web site, dboone, Mon, 28 Mar 2005 20:23:57
      • I'd rather know why the car is special and unique, saw, Fri, 25 Mar 2005 18:03:43
        • you do point out a funny irony though but i still>, a prodigal son, Sun, 27 Mar 2005 20:20:49
        • Re: I'd rather know why the car is special and unique, big monkey, Sun, 27 Mar 2005 08:51:00
        • Ads don't sell cars sales people sell cars..., Rookie, Sat, 26 Mar 2005 18:35:11
          • Re: Ads don't sell cars sales people sell cars..., dboone, Mon, 28 Mar 2005 20:33:34
            • Macintosh, Nissan, Steak n' Shake, AFLAC..., Rookie, Mon, 28 Mar 2005 22:12:05
              • Re: Macintosh, Nissan, Steak n' Shake, AFLAC..., dboone, Mon, 28 Mar 2005 23:26:33
                • all right..., Rookie, Tue, 29 Mar 2005 11:38:52
                  • Re: all right..., dboone, Tue, 29 Mar 2005 18:54:36 <-- Viewing This Message
                    • Don't think it will last..., Rookie, Tue, 29 Mar 2005 21:42:03
                      • Re: Don't think it will last..., dboone, Wed, 30 Mar 2005 08:54:36
                • Re: Macintosh, Nissan, Steak n' Shake, AFLAC..., Spiros Trianta, Tue, 29 Mar 2005 08:44:23
                  • Re: Macintosh, Nissan, Steak n' Shake, AFLAC..., dboone, Tue, 29 Mar 2005 10:21:47
        • Here's a picture..., Advocate, Sat, 26 Mar 2005 06:40:30
          • That *is* darned nice, RS , Sat, 26 Mar 2005 07:01:26
          • This is truly unique, Advocate, Sat, 26 Mar 2005 06:41:23

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