Make Marketing History

The views of a marketing deviant.

Saturday, February 09, 2008

Always Stay On Message.



A Brenthaven rucksack is designed to safely carry a laptop and even protect it when dropped. The webiste uses phrases like "Virtually Indestructible", "The fabric we use can take a beating" and "Rugged Ballistic Nylon is the best and most durable nylon in the marketplace".

While these claims are apparently entirely justifiable, I couldn't help but notice the double boxing which protected it from Amazonian rigours. That's the Amazon online retail business, not the jungle.


You're always sending product messages, even when your product is literally out of your hands. So maybe, Brenthaven should reinforce their ruggedness message by the simple act of insisting that its products are always despatched with minimal packaging,

9 Comments:

Anonymous Ray said...

There's NO WAY they needed to wrap it up in a rug either.

4:18 AM, February 11, 2008  
Blogger Cynical Rob said...

Surely they could also create a range of pseudo-used bags for that 'authentic traveller' look.

Anyone who owns a 4x4 in a key urban area is bound to buy one.

10:29 PM, February 11, 2008  
Anonymous Ray said...

Those less important urban areas just aren't rugged enough.

I was in a non - keyt rural area on Sunday, in my turbo charged Citroen C3, and came face to face with an ageing man out for a Sunday pootle with his lovely wife in their Honda Kawasaki 10 X 10 Fuckmobile V28 48 Litre and we had a face off. He was just not prepared to mount the grass verge to allow my passage so I had to reverse all the way back.

You piss me off, you bastard.

12:23 AM, February 12, 2008  
Anonymous The Kaiser said...

Pack the bags in the bags.

12:29 AM, February 12, 2008  
Anonymous Ray said...

Where would THAT end 'though, Kaiser ?

3:06 AM, February 12, 2008  
Anonymous The Kaiser said...

Depends on big their biggest bag is Ray.

3:19 AM, February 12, 2008  
Anonymous The Kaiser said...

Depends on "how" big their biggest bag is.

3:20 AM, February 12, 2008  
Anonymous Ray said...

Or where they were sending it...

5:39 AM, February 12, 2008  
Blogger john dodds said...

Insightful comments all.

9:37 AM, February 12, 2008  

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