Archive for March, 2011

Cadillac’s “Business Unusual” illustrates the wisdom of separating “Church and State”

Wednesday, March 16th, 2011

Cadillac and Time Warner have just started a new program called “Business Unusual. Daring stories from the road to success.” Comedian Chris Hardwick is the host and the basic concept is that he will interview entrepreneurs who have defied the odds by taking a risk and turning it into a successful business.  The outputs are videos featuring Hardwick and the entrepreneur(s) discussing their venture, what worked, what didn’t.  The objective is to draw parallels between what these entrepreneurs have done/do and Cadillac.

Fair enough, but let’s face it, the promise to the consumer is an interesting story about an entrepreneur and secondarily a bit of information about Cadillac.

The two available videos (at cnnmoney.com) illustrate the difficulty of finding the balance between providing the content that the consumer is promised versus the commercial message.

The first video is about a company called Wagic and I think does a pretty good job. The entrepreneurs, their business and products are interesting.  I felt as if I actually learned something about their business idea and how they succeeded.  There is only one moment where I felt the commercial interests intrude.  Toward the end, Hardwick asks shamelessly “how do you go from something like this (pointing to a Kiddalac riding toy) to something like this (pointing to a Cadillac CTS).”  That then leads one of the entrepreneurs to say, “they (Cadillac) started from scratch, that’s what we would do if we were going to make a revolutionary car.” I don’t mind the opening and closing visuals of the car that Hardwick is driving, but forcing the brand strategy into the conversation was a bit over the top and left me a little frustrated.

Unfortunately, the commercial nature is even more overt in the second episode(more…)

The power of real people helps re-build the Mercedes-Benz brand.

Friday, March 4th, 2011

The power of “real” people in marketing is certainly not new. The latest iteration of  the idea is peer-to-peer marketing in social media. The underlying notion is simple, whether it is social media or a traditional “testimonial” commercial, consumers are more likely to trust the opinion or experience of people that they perceive to be like them…real and therefore trustworthy.

Mercedes-Benz has been in the process of re-building their brand’s core values (see earlier post) and recently has been focusing on safety. Mercedes-Benz’ use of real people to make their case for safety results in a very compelling campaign. Here’s a recent television commercial:

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” The accidents changed their lives, the films could change yours.” While the television commercial is nice, the real power comes if you visit the website.  There you can select from a whole range of films and hear each person’s or family’s story. Here are a couple of examples: (more…)

VW’s Bulli concept, the VW Bus, Jerry Garcia and Yogi; deja vu all over again?

Tuesday, March 1st, 2011

Wow.  VW just introduced a new people mover concept in Geneva that has everyone talking.  Understandably so, it’s called the “Bulli” and it’s great:

Obviously this idea shares some genes with the original and iconic VW Bus which many of us associate with the ’60’s, hippies and perhaps a simpler time:

The VW Bus has such a deep connection with the ’60’s, the counter culture and baby boomers, that a tearful one was used in an ad by VW to commemorate Jerry Garcia’s death in 1995:

So a reincarnation of the iconic VW Bus is inherently exciting and interesting to many Americans.  The Bulli concept seems to be creating the kind of interest in Geneva that has everyone hoping that VW will decide to put it into production.

Unfortunately, we’ve been here before.   (more…)