Re: Move from branding

From: John Gaskill <jg_at_Info-Central-USA.com>
Date: Wed 12 Mar 2003 08:44:21 -0600

Rob Frankel wrote:

>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.

Not only that, as I understand it, Dodge leads the
pick up truck market in sales and units and pricing
with the "Ram Tough" advertising which preceded
both Ford and Chevy in that respect.

Both having been trying to recover ground lost to
Dodge. Who'da figured on that?


John Gaskill
jg_at_Info-Central-USA.com
http://Info-Central-USA.com






Received on Wed Mar 12 2003 - 08:44:21 CST