Everything Is Marketing (Chapter 271).
The previously featured Ferrari emporium in Regent Street is seeking staff. But the marketing department - who previously used it to announce the arrival of the emotion of Ferrari - seems to have fogotten that its temporary storefront is still the billboard for their brand.
By allowing such a badly written piece of copy (for that's ultimately what it is), they've the location all the aura and emotion of the corner-shop window replete with DIY ads for gardeners and second-hand prams.
posted by john dodds @ 2:12 AM
1 Comments:
Spot on about that copy.
The brand essence has to permeate everything.
I remember a branding idea I created for Kraft about 10 years ago. Everyone loved it, but It never happened.
Why?
Because the client was smart enough to realise that many of their employees in customer contact roles couldn't deliver on the promise of the brand idea.
At the time I thought that was a cop out.
Now I just see it as disappointing. For me and the brand!
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