Comments on: And They Still Sell Them!

By: Alina Popescu

Alina Popescu — Mon, 24 Nov 2008 08:54:53 +0000

Hi Stuart, thanks for stopping by and for your comment. You are right, some rebranding strategies are never going to work. But if they started out with a new product and then position it to the target they wanted to attract, it might have worked. Women and men are different. The products appealing to them are not interchangeable. And you cannot simply take something designed for men and turn it into a women’s product.

You are probably right about Nike though

By: Stuart Henigson

Stuart Henigson — Fri, 21 Nov 2008 17:16:25 +0000

Hi. I just came across your blog and wanted to add a thought here. Your point is good about not getting boxed into one definition of “comfort” or “performance.” But people’s brains have only so much room for differentiating a brand. Right now Cadillac in the US is trying to reposition its SUVs as a high-profile performance brand for middle-aged women–i.e., women who have “made it” and want to show that but don’t want to drive something boring.

But that brand already occupies a slot in those consumers’ brains (luxurious old-guy’s car), and no amount of advertising is going to achieve that kind of jump.

Where you can make that jump is from one generation to the next. Cadillac has an identity across all generations, but many brands are more pliable. If Nike wanted to sell high-fashion shoes or baby shoes, they could probably figure out a way to do it.

By: the olive ream

the olive ream — Fri, 24 Oct 2008 13:45:43 +0000

Alina, are you on facebook?...please get in touch via email. It has been a long time. Thanks! the olive reams last blog post..GASP!

By: Alina Popescu

Alina Popescu — Wed, 01 Oct 2008 13:48:33 +0000

You are right, if you strive so hard to just be different, that’s not the way to go. But I’ve seen on of the local representatives of Trout and partners explaining how trying to position your brand for a value someone is already claiming is wrong. That meaning only one car can offer comfort, another car brand should focus on something else. Which is false, you can present comfort in a different way, to a different target that has another definition for comfort.

I think Jack Trout’s partners should be selected using a different algorythm

By: Jim Estill

Jim Estill — Sun, 28 Sep 2008 14:22:43 +0000

I love Jack Trouts marketing messages. I agree that differentiation is a way to win. But only if some people (does not have to be all) value the differences. Differences for the sake of being different will likely fail. Jim Estills last blog post..The Pebble and Banker to the Poor

By: Alina Popescu

Alina Popescu — Fri, 26 Sep 2008 12:57:32 +0000

Loredana, following a certain trend and then adding up your special something to make people choose you instead of another brand is probably what we’ll keep on doing for now on. No matter how new an idea, with everything available to anyone, it’s bound to be copied. So it will go down to one thing: doing eveyrhting others ngdo, but better, going with the wave, but swimming in your own personal style, or something like that

By: Loredana

Loredana — Fri, 26 Sep 2008 12:53:25 +0000

It was an intelligent post with a special message – and 20 comments that brought up some aspects. However, I’d like to add something more. Alina, you speak about Trout and differentiation (the same author that still stands by his affirmation that companies that go into too many areas are more likely to loose business or not to be differentiated by the public, although Amazon and many more companies and ideas contradict his arguments and opinions). But that’s not the main idea of this comment. I want to point out a fact – or actually to raise a question: is it about differentiation or about following the crowds? By staying away from what seems to be the wave, wouldn’t one rather risk to loose business? Might not that be the reason for the new design of Ford Ka? – and I can add another example: Spark from Chevrolet (ex Matiz by Daewoo).

Loredanas last blog post..Cand gresesti – ispasesti: daca recunosti, se rezolva

By: Alina Popescu

Alina Popescu — Fri, 19 Sep 2008 07:24:52 +0000

Brad, you are absolutely right, these concerns are really important. Yet making them pick their brand is still a challenge that they also seem to be handling quite well

By: Brad Shorr

Brad Shorr — Wed, 17 Sep 2008 21:35:24 +0000

When I was in Rome a couple years ago, the cars all seemed to look the same. I thought it was just my perception, but maybe not! Styling just doesn't seem to be as big a deal with consumers as it once did. A car manufacturer's commit to the environment, making fuel efficient cars, making cars that are highly functional for a given life style, seem to be more important brand differentiators. Brad Shorrs last blog post..Reflections on a Sinking Economy

By: Alina Popescu

Alina Popescu — Wed, 17 Sep 2008 18:10:26 +0000

Hendry, I’d like a hybrid or electric car for the city and a 4×4 for other types of fun rides. For example, driving through Bulgaria