Richard’s fine introduction on this topic began with two quotes, both holding a high degree of truth to advertising in general, yet both I’d suggest are not always relevant to that branch of advertising that deals with cars.
Edwin Land, who brought us Polaroid, as well as other products of intelligent research, said “Marketing is what you do when your product is no good” but, although Edwin Land was a remarkable inventor, it was easy for him to say that since, for years, his instant film system was the best in a group of one. Car manufacturers don’t have that luxury – if only Karl Benz had employed patent lawyers as good as Land’s we’d all be peering through that silver star on the bonnet. Also the problem is that, essentially, all cars are good these days – it’s a fair time since VW could point to a Korean upstart and state, quantitatively and overtly, that it didn’t make the grade. So you can’t just sell on actual superiority. Continue reading “Theme : Advertising – Who The Fun Do They Think We Are?”