Join Date: Jul 2002
Location: On the beach in Quintana Roo
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Originally Posted by MauneyM
No. The content of this ad that merits the term 'desperate' is the specific play on words using the competitor's trademark. None of your examples carry this stigma.
Marketing is best focused on building and supporting the company's value proposition and brand identity. When a company begins to use another company's brand identity in their ads, it is an inherent admission that they are not in control of the market. Otherwise, why would they need to mention the opposing trademark?
If Toshiba were to make a statement like "HD DVD - not just a game-play station, but true home theater equipment", it would merit the same treatment.
I'm in agreement with you on everything but the characterization of it being desperate. Silly, for sure. Perhaps the real marketing brains were not at the meeting where some nitwit threw this one onto the wall and it stuck. Or maybe it was very calculated and designed to whip up the HD-DVD fanbois to keep them distracted. Who knows. I'd go with "lame" BTW.
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