Brand Failures
Share Embed Flag
Download ePaper

Brand Failures

Brand Failures Brand Failures

conmotsach.com
from conmotsach.com More from this publisher
28.12.2014 Views

264 Brand failures Lessons from Oldsmobile Make your brand distinctive. When GM decided to adopt a policy of uniformity, the Oldsmobile brand became too, well, general. Don’t betray your brand values. ‘One can change some of the elements providing that the consumer continues to recognise that the same brand values are still present after the change,’ says Jacques Cherron of brand consultancy JRC&A. Attempting to convert Oldsmobile into a young and hip brand was clearly one brand betrayal too far.

Tired brands 265 90 Pear’s Soap Failing to hit the present taste Pear’s Soap was not, by most accounts, a conventional brand failure. Indeed, it was one of the longest-running brands in marketing history. The soap was named after London hairdresser Andrew Pears, who patented its transparent design in 1789. During the reign of Queen Victoria, Pear’s Soap became one of the first products in the UK to gain a coherent brand identity through intensive advertising. Indeed, the man behind Pear’s Soap’s early promotional efforts, Thomas J Barratt, has often been referred to as ‘the father of modern advertising.’ Endorsements were used to promote the brand. For instance, Sir Erasmus Wilson, President of the Royal College of Surgeons, guaranteed that Pear’s Soap possessed ‘the properties of an efficient yet mild detergent without any of the objectionable properties of ordinary soaps.’ Barrat also helped Pear’s Soap break into the US market by getting the hugely influencial religious leader Henry Ward Beecher to equate cleanliness, and Pear’s particularly, with Godliness. Once this had been achieved Barratt bought the entire front page of the New York Herald in order to show off this incredible testimonial. The ‘Bubbles’ campaign, featuring an illustration of a baby boy bathed in bubbles, was particularly successful and established Pear’s as a part of everyday life on both sides of the Atlantic. However, Barratt recognized the ever changing nature of marketing. ‘Tastes change, fashions change, and the advertiser has to change with them,’ the Pear’s advertising man said in a 1907

264 <strong>Brand</strong> failures<br />

Lessons from Oldsmobile<br />

Make your brand distinctive. When GM decided to adopt a policy of<br />

uniformity, the Oldsmobile brand became too, well, general.<br />

Don’t betray your brand values. ‘One can change some of the elements<br />

providing that the consumer continues to recognise that the same brand<br />

values are still present after the change,’ says Jacques Cherron of brand<br />

consultancy JRC&A. Attempting to convert Oldsmobile into a young and<br />

hip brand was clearly one brand betrayal too far.

logo

products

Resources

Company

Terms of service
Privacy policy
Cookie policy
Cookie settings
Imprint
Change language
Made with love in Switzerland
© 2024 Yumpu.com all rights reserved

Hooray! Your file is uploaded and ready to be published.

Saved successfully!

Ooh no, something went wrong!