Asian companies often pride themselves on a non-confrontational, consensus building management style. Here is proof that consensus can create cacophony for consumers (and not much for the bottomline). Toshiba makes fine laptops. However their communication singularly and consistently fails to land a big singular point.
The example shown above (with my comments against the white background) is just one of the many from their hall of fame, which keep gracing global weeklies. Fine footprints of at least five departments (marked in blue text) can be seen on this work of art.
I can almost hear the “eager to get promoted” marketing manager ask the boss: “Sato San, What would you like to add to this ad ?”.
From September onwards as the peak holiday season approaches, there is a barrage of tourism ads on channels like CNN. So I have sat through Amazing Thailand, Enchanting Vietnam, Infinitely yours- Korea, Cambodia- The Kingdom of Heaven, Kenya- The Magic of Africa, Egypt-The gift of the Sun. Most of these ads have a visual tapestry which is quite similar to each other. Shots of beaches, wildlife, forests, waterbodies, iconic heritage sites, smiling people and tourists having a ball of a time. Continue reading
Hyundai cars have amongst the highest quality ratings in US as per JD POWERS, improving from 13th position in 2008 to 4th in 2009. Hyundai was the ADAGE 2009 marketer of the year in US this year for its innovative “Lose your job, Return the car” campaign. Hyundai might also be the hands down winner of the lamest new brand campaign, which just broke in Asia. It is titled “Our unique way of making better cars: It is inside you”. Go figure. Continue reading
Johnnie Walker has been running a “Drink Responsibly” campaign to address the drunken driving issue. Here is a thought for a tongue in cheek outdoor and ambient execution.
” If you Drink, Don’t drive………..Keep Walking.”
Talk of branding being integrated within the message :-)))
Marriott International’s new brand campaign running for over a year now succeeds in at least one thing. It answers the famous question : “Which half of advertising is wasted?”. In this case it is both the halves. Continue reading
Most financial services advertising is undifferentiated and irrelevant, with generic visuals and headlines/taglines like “A passion to Perform”, “Make it happen”, “You and Us” etc (HSBC’s campaign is a notable exception). It is rare to see communication highlighting specific products or bringing alive insightfully the overall proposition. Continue reading