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January 31, 2006


Mark True

Fear. That's the reason behind these great examples of bad advertising. In my humble opinion, auto dealers are, as a group, the most fearful marketers on the planet. They're scared to death to try anything new, look different from the competitors or give up the coop ad money the manufacturers give them to run their brand advertising and their glamour shot of their car going around a curvy mountain road.

Even Saturn, which started off so well as a brand apart from the rest, has succumbed to the fear and is now producing the same old stuff. They've killed their promising brand in its infancy.

As a marketer, my dream client has always been a local auto dealership with the stones to be different.

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