Make Marketing History

The views of a marketing deviant.

Wednesday, December 31, 2008

The Year Of Thinking Dangerously.


And so we end the year as we started it, amazed that stuff like this gets made. Huge amounts of money spent on two of my pet hates - name changes and celebrity endorsement - tactics that pander to the egos of executives and agencies alike while doing little for genuine differentiation.

Worse still, this is happening in insurance, that most commodified of industries that has focussed on price competition, that suffers from many complaints and that could still be something very different. It's a service that makes a huge impact at a time of high emotion and peril.

What more could a business want in the way of attentive users and what better chance to make them passionate about you by acknowledging that insurance is, at heart, in the emergency service business? None of that will follow from unified group names or irrelevant celebrities and, as the You Tube comments show, people don't like the huge amount of money they're throwing at it in a time of economic downturn.

It's lazy, standard thinking and lazy thinking has got so many sectors in trouble in 2008. Lazy thinking is not going to work in 2009. 2009 has to be the year of thinking dangerously.

6 Comments:

Blogger Antony said...

Hear hear.

7:47 AM, December 31, 2008  
Blogger Jason Li said...

A year of thinking "dangerously" or "fiscally conservative"?

3:19 AM, January 03, 2009  
Blogger Rob @ Cynic said...

Funny you bring this up as we have just been invited to pitch for an insurance company and they love this shit ... but don't worry, we'll do you proud, and if we don't win - I'll sue you :)

To be fair to AVIVA, as shit as promoting a name change is, at least they've done it better than the alcohol industry when they launch a new bloody bottle!

4:40 PM, January 05, 2009  
Anonymous Dan Thornton said...

Totally agree that it's a terrible advert - also illogical, because famous names become famous due to luck, talent, opportunities, and then become names we are familiar with.

Still, you put it more politely then me: http://thewayoftheweb.net/2009/01/two-adverts-that-irritate-the-s-out-of-me/

6:24 AM, January 06, 2009  
Anonymous andrea said...

think fa(e)st

3:27 AM, January 09, 2009  
Anonymous Anonymous said...

There are ed hardy shirts
,pretty ed hardy shirt for men,

ed hardy womens in the ed hardy online store

designed by ed hardy ,
many cheap ed hardy shirt ,glasses,caps,trouers ed hardy shirts on sale ,

You can go to edhardyshirts.com to have a look ,you may find one of ed hardy clothing fit for you
Top qualitymen's jacket,
These cheap jacket are on sale now,you can find
north face jackets inmage on our web

Do you wannaghd hair straighteners for you own , we have many
cheap ghd hair straightenersin style and great,you can choose one from these
hair straightenersAuthentic chaussure pumachaussure sport And chaussure nike shoes
http://www.crazypurchase.com
http://weddingdressseason.com
http://jeancart.com
http://straighthairgirl.blog126.fc2.com
http://www.seriousblogging.com/crazygirlsshirts
http://www.free-blog-site.com/iammyself
http://d.hatena.ne.jp/hotfishing
http://www3.atword.jp/deepseaworld

1:23 AM, May 31, 2009  

Post a Comment

Links to this post:

Create a Link

<< Home