At 9:56 AM -0600 3/11/03, Eric J. Aafedt wrote:
>The "Like A Rock" ad campaign was not "fashioined by a bevy of boardroom
>geniuses". Rather it was created by Don Gould of Campbell-Ewald
>Advertising. The campaign was a HUGE success for Chevy Trucks (which
>had a weak image prior to this campaign starting). There are a few
>newspaper articles written about this campaign and the unique circumstances
>surrounding its development (probably 6 years or so ago) that are worth
>reading if you can ever find them.
>
>Eric
Created in response to "Built Ford Tough"? More examples of
mega-companies' inability to establish strong brands. Both GM and
Ford develop trucks with hair on them and market them in exactly the
same way, to exactly the same people.
If the intent is to confuse, they do a good job.
The test would be, if both Ford and GM make macho trucks, what
differentiates one from the other? I suspect that few people could
answer that without looking up the specs.
So what you're left with is two companies with similar products and
no way to tell them apart. That's not branding, that's a simple
tagline issue. Exactly what you'd expect from advertising, not
branding.
--
Rob Frankel
"Branding is not about getting your prospects to choose you over your
competition; it's about getting your prospects to see you as the only
solution to their problem." (TM) -- Rob Frankel, consultant and
author of "The Revenge of Brand X: How to build a Big Time Brand on
the web or anywhere else."
Big Time Branding (SM) http://www.RobFrankel.com
818-990-8623 or 1-888-ROBFRANKEL
AIM: ROBFRANKEL
Received on Tue Mar 11 2003 - 13:45:14 CST
