Category Archives: Business

Business

Parody Power

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The people of the world cannot be divided into groups based on superficial impressions or simple-to-understand categories. I always try to remember that there is more to any person’s story than I can possibly know. Even a fictitious person has layers.

Still, it’s easy to skip over all that and just get mad at a guy who’s obviously feeling pretty smug about his fancy car.

Now I enjoy a good parody on April Fool’s, or any other day. It’s legal stealing to take someone else’s idea and mock it with a near copy, inserting just the right number of tweaks to get your message across.

You’re not going to get rich enough to by a Cadillac if you make your living doing parodies. Unless you’re amazingly good at it. Parody can be deadly effective when done right, but the form has weaknesses. For one, it can fall flat if your audience doesn’t know the original. And in our increasingly fractured media landscape, finding a source document that is universally recognized can be a challenge.

That’s where money comes in handy. Fortunately, Cadillac spent piles of it on the Olympics telecasts to acquaint vast numbers of people with the fellow in the above ad and the towering self-satisfaction that must be characteristic of the target buyer for the company’s newest high-end uber-chariot.

Lots of people felt chafed by that Cadillac ad, and many complained. But the best critics asked themselves one essential question – is it ripe for parody? The answer? In this case, “You bet!”.

Beautifully done. The only thing I would change would be to have that nice shiny Ford smeared with a little healthy manure. But that might have constituted “rubbing it in.”

Why do you work so hard?

Business, Science

Brand Loyalty

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Today’s post comes from marketing whiz Spin Williams, a wheeler-dealer who is always in residence at The Meeting That Never Ends.

The economy is picking up! It’s a world full of great opportunities for smart people who are willing to embrace risk and do deals. But it’s also important to know when to walk away.

Case in point:

I’m not at liberty to say who made the offer, but during a recent new business discussion at The Meeting That Never Ends we heard from a very well-known genes manufacturer who was shopping around the famous Y chromosome for a possible takeover.

x_and_y_chromosomes

Naturally, we considered it. The Y is a well known brand name in the chromosome industry, making up a significant portion of all the chromosomes out there. It comes in second only to the X chromosome, which is the runaway market leader. In fact, the X is so reliable and effective, it has a 100% market penetration. Some people love the X chromosome so much, they have two! But there is a foothold – around half the population has at least one X and a Y. It was a bit disappointing to us to learn that very few people have two Y chromosomes, and we noted that as a possible marketing goal, should we decide to do the deal.

Doing our due diligence, we discovered that the Y was for sale because its maker has come to the realization that the chromosome is almost worthless, having been shown through scientific studies to contribute very little to any sense of individual well-being or overall usefulness. Most organizations considering a takeover would have walked away at this point, but my experience has shown me that marketing is more powerful than science. As proof, I offer the fact the we still have a tobacco industry! The value of any particular thing is in the eye of the beholder, and there is solid survey information to indicate that most Y chromosome users love and defend it simply because they already have one, and not because of any inherent benefits it may bring to the table.

And there’s a sizable portion of the chromosome-consuming public that doesn’t understand the product and doesn’t know which brand it prefers.

So in spite of the Y chromosome being inferior, we felt certain we could develop a marketing plan that would boost brand loyalty and make the Y seem more fresh and hip than it does today. Whether we would get to a point where X-only consumers might actually feel some envy for those with a Y was hotly debated at the meeting, with one side expressing certainty that such envy was impractical and impossible, and the other group adamant that Y envy pretty much drives all decision making by X’s. It turns out one of the side effects of having a Y is an outsized enthusiasm for the supposed benefits of Y-ness that X’ers don’t generally seem to share.

Similarly, it was the Y-freindly crowd that was all Gung-ho for immediately pulling the trigger on this deal and sorting out the consequences later. The double-X’s in the room were feeling less impulsive, constantly asking ‘How do we monetize this?’, ‘Where’s the benefit?’ and other fun-stifling questions like that.

Because there was no getting around this fundamental conflict, we walked away from the deal. First, though, we made a surprise bid for the X chromosome, thinking a seller in the mood to divest one of His low-performing properties might take the bait on an unexpected left-field offer for the most popular genetic product in the world.

That was a non-starter, but we all had a good laugh over it.

What does it take to get you to switch brands?