Comments on: Two ways to screw a perfectly good brand http://www.mzl.com/mzl/two-ways-to-screw-a-perfectly-good-brand/ Making the complicated simple. Tue, 17 Jan 2012 14:03:44 +0000 hourly 1 By: Harry http://www.mzl.com/mzl/two-ways-to-screw-a-perfectly-good-brand/#comment-120 Harry Fri, 19 Mar 2010 16:31:45 +0000 http://www.mzl.com/?p=824#comment-120 perhaps the old adage There's no such thing as bad publicity is true after all - apparently Toyota's fan base on facebook has risen 10% since the debacle you mentioned http://bit.ly/dofMFt perhaps the old adage There’s no such thing as bad publicity is true after all – apparently Toyota’s fan base on facebook has risen 10% since the debacle you mentioned http://bit.ly/dofMFt

]]> By: Tyrone http://www.mzl.com/mzl/two-ways-to-screw-a-perfectly-good-brand/#comment-119 Tyrone Mon, 22 Feb 2010 10:10:23 +0000 http://www.mzl.com/?p=824#comment-119 One of the great strategies in advertising was the 'Real beauty' idea. Some amazing work that I'm sure frustrated alot of creatives/planners around the world with the thought..'I wish I had done that!' I doubt there will be many ad executives running about proud of another blue liquid 'science' advertising strategy. A Real shame! One of the great strategies in advertising was the ‘Real beauty’ idea.
Some amazing work that I’m sure frustrated alot of creatives/planners around the world with the thought..’I wish I had done that!’ I doubt there will be many ad executives running about proud of another blue liquid ‘science’ advertising strategy. A Real shame!

]]> By: JT http://www.mzl.com/mzl/two-ways-to-screw-a-perfectly-good-brand/#comment-118 JT Fri, 19 Feb 2010 22:55:47 +0000 http://www.mzl.com/?p=824#comment-118 Boredom 'tis a terrible thing. As my mother always would sagely advise: "interesting people don't get bored". And indeed it is a challenge of an agency's maturity to evolve a brand - being grown up enough to know when to maintain, and when to deviate for reasons other than self-interest or avarice. But the big shops aren't agile enough to change their business model, and so are disincentivised to maintain a great idea as they make their money through conjouring rags in the emperor's court. Boredom ’tis a terrible thing. As my mother always would sagely advise: “interesting people don’t get bored”. And indeed it is a challenge of an agency’s maturity to evolve a brand – being grown up enough to know when to maintain, and when to deviate for reasons other than self-interest or avarice. But the big shops aren’t agile enough to change their business model, and so are disincentivised to maintain a great idea as they make their money through conjouring rags in the emperor’s court.

]]> By: Bruce http://www.mzl.com/mzl/two-ways-to-screw-a-perfectly-good-brand/#comment-117 Bruce Fri, 19 Feb 2010 11:41:04 +0000 http://www.mzl.com/?p=824#comment-117 It's sad to see the back of 'real beauty'. That campaign is just as relevant today as it was when it launched. Probably more so judging by emo-dandy Gok Wan's incessant popularity. On the same note, what was going through the minds of Guinness' marketing team when they ditched one of the greatest lines in advertising history to replace it with some nonsensical marketing fluff that might as well be selling engine oil? Time won't look favourably on these decisions. Just compare the strength of Orange's brand back when they had 'The future's bright' to what it is now that they're propagating generic forgettable garbage about hugging strangers on rainbows (or whatever, I forget). The lesson here - if it aint broke don't fix it. Unless you've got a Prius. It’s sad to see the back of ‘real beauty’. That campaign is just as relevant today as it was when it launched. Probably more so judging by emo-dandy Gok Wan’s incessant popularity.

On the same note, what was going through the minds of Guinness’ marketing team when they ditched one of the greatest lines in advertising history to replace it with some nonsensical marketing fluff that might as well be selling engine oil?

Time won’t look favourably on these decisions. Just compare the strength of Orange’s brand back when they had ‘The future’s bright’ to what it is now that they’re propagating generic forgettable garbage about hugging strangers on rainbows (or whatever, I forget).

The lesson here – if it aint broke don’t fix it.
Unless you’ve got a Prius.

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