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.


Blogger webshadows 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 Robert 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 Anonymous 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:

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

think fa(e)st

3:27 AM, January 09, 2009  
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