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The luggage and girls in identical dress spots are pretty weak and I have a feeling the staying power just won't be there.
Look at Infinity, I think Goodby (think Got Milk?) did the ads where they put serene/artistic photos of japanese landscape in print ads and then merely put the Infinity logo over them. Probably tested well, but failed in the marketplace. I agree that the product (should almost) always be in the communication. That's probably why they lost the account and it moved to Chiat Day (by far one of the most brilliant ad firms--Mac, Pedigree, Nissan, Pepsi, Infinity, Absolut)
My intrest in the field of advertising is planning, something I picked up on while studying in London. In-depth studying of the consumer to break a brand down and make the communications relevant to the consumer.
As for Absolut, I just did a case study on them two weeks ago. That was brilliant but as you said a lot of that was thanks to repakaging and re-pricing. The acumen that the head of marketing had was brilliant. Plus he was probably a dream client for an agency, he didn't believe in testing and wanted to see every piece of spec the agency came up with.
As for Saab...who knows, sharing with Subaru kind of detracts from the brand but hey I am not a marketing guy so who knows. If done properly they could go back to their roots...airplanes and such. But, if I was a copy writer I would focus on the things that seperate Saabs from competitors or even functional oddities, between seat ignition for example. However, I think Saab has lack luster advertising, at least in the states, I had a sh!tty experience with my dealer since day one and honestly knew nothing about Saabs before my first one. I just like brands that are different, challengers, i.e. Macintosh, I like non-mainstream which is weird if you consider that I am going into advertising and Saab fit that category for vehicles. I am drawing blanks right now trying to think of ideas Saab could focus on...my brain is shot from finshing a 7 month campaign for Yahoo! and submitting it for a national competition, developing a strategy to reposition Everlast into the category of athletic shoes and finishing up my anthropology field study work for my minor....drained.
Thanks for the debating.
I still think that advertising and P.R. (minus the p.r. newswriting) will begin to merge in order to deliver integration and consistent brand messaging. C'est la vie, n'est pas?
Cheers
Chris
2000 Saab 9-3
1973 Datsun 240Z
posted by 68.51.105...
, Sat, 26 Mar 2005 08:08:51
, Sat, 26 Mar 2005 06:03:48, Sat, 26 Mar 2005 06:58:42
, Fri, 25 Mar 2005 10:23:31, Sat, 26 Mar 2005 07:01:26
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