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Posted at 03:23 PM in Ad Industry People, Auto Industry, Brain Food, Brands/Branding, Campaigns, Film, Gen X, Gen Y, Politics, Research Studies/Methods, Segmentation, Social Networks/Mobs, Urban Marketing | Permalink | Comments (1) | TrackBack (0)
Posted at 02:46 PM in Ad Industry People, Brain Food, Brands/Branding, Campaigns, Creative Process, Research Studies/Methods, Segmentation, Trends, Web/Tech | Permalink | Comments (3) | TrackBack (0)
Marie Tupot Of scenarioDNA is featured in an article in this weekend's San Diego Union-Tribune:
Poking fun at recession fears — getting laid off, watching the 401(k) slide into the abyss — can sometimes make the unthinkable, at least for a time, bearable, some marketing experts said.
Laughter is communal and brings people together, so humor can be marketing gold for a company when it is done right. But it can also backfire if it crosses the line. With black humor, that line can be razor-thin, experts agree.
“There are times black humor works, but it has to be done well,” said Marie Lena Tupot, co-founder of scenarioDNA, a New York consumer behavior research firm that helps companies build their brands. “In these volatile times, when people are being laid off without notice, an advertisement or gimmick that plays on the recession can turn negative and be in poor taste.” Read more
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According to Brand Week, Radio Shack recently launched a creative review. Going forward, we envision Radio Shack taking it old school. A place powered by electronic modders. Sort of Apple's Genius Bar meets Best Buy Geek Squad meets Circuit Benders. Then best them all with the likes of the smart girls at TekServe--a new Radio Shack should be gender neutral. Wikipedia reports the company was started as Radio Shack in 1921 by two brothers who wanted to provide equipment for the cutting-edge field of amateur, or ham, radio. Curious to see who gets to be the chosen one after the review process ends in March. Will incumbent Arnold hold on?
Posted at 12:10 PM in Brands/Branding, Campaigns, Consumer Electronics | Permalink | Comments (3) | TrackBack (0)
Hyundai's new "Assurance Program" allows new-vehicle buyers or
those who lease to return their cars for up to a year after purchase if
they lose their income due to a job loss. Here's the official policy: Hyundai Assurance.
Not so sure exactly how I feel about that one. One, if you lose your job...you'll desperately need that car to get back in the saddle again and start interviewing. Two, how high is the threshold of pain that you must muster to actually bring the car back. And how do you explain that to your friends? "I'm so down and out, I had to turn my Hyundai in..." In an era where social credibility among peers can make or break a person, this sounds like lip service. Now, if Hyundai wants to put its money where its mouth is, how about: If you lose your job, they suspend your payments until you land a new position...or some pre-determined amount of time.
You keep your car, your pride and you just might get that slim next job.
Hmmm...kind of reminds me of another insurance policy. Last year, when we bought our daughter an electronic panda, Sharper Image told us we could trade it in whenever we wanted as long as we purchased a Replacement Guarantee. Our thought was that within six months (or hopefully before the company started bankrupty proceedings), the kid would tire of the Panda and much prefer a kneading massage cushion...yeah right...we still have the panda. He gets played with just enough to warrant him staying in our home. I suspect we'd hold on to a Hyundai too as long as he was worth his driving weight.
Continue reading "Assurance Should be an All-around Positive Declaration" »
Posted at 01:24 PM in Auto Industry, Brain Food, Brands/Branding, Campaigns, Consumer Electronics | Permalink | Comments (0) | TrackBack (0)
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