IT’S NOT YOUR FATHER’S OR YOUR MOTHER’S

Posted by | April 28, 2014 | Uncategorized | No Comments

 

20 years ago, in an attempt to get younger buyers to consider their brand, Oldsmobile launched a campaign that killed it instead: “This is Not Your Father’s Oldsmobile.”  Young buyers said, “Oh, yes it is.” And loyal Olds buyers said, “And what’s wrong with my Oldsmobile?” Now Buick is running a campaign they call “Hmmm” and the tag line, “that’s not a Buick…” which feels suspiciously like, “This is not your mother’s Buick.” Will this spell the beginning of the end of the Buick brand? Defensive advertising is just that – defensive. What do you do to keep your product/service current and relevant?