Make Marketing History

The views of a marketing deviant.

Thursday, September 11, 2014

Parents Know Best?

Why focus your marketing on a single brand when you can dilute it with a second? Because it will play well in the board-room where they strangely believe that customers care about brands and will be reassured by your corporate logo. Especially in a communication that emphasises a heritage from which you were absent for 181 years.

Thursday, September 04, 2014

When is authentic too authentic?

Budget supermarket chain Lidl decided to crowd-source its advertising via customer tweets.  Not a bad idea, but my photo reveals that not all people are copy editors.

Would correcting the grammar have undermined the authenticity? Does reproducing the error suggest a lack of attention to detail and reflect badly on the brand? It's a judgment call.

Lidl apparently decided it's OK to leave the comment to stand on its own merits. Or did they?