Filed under: Attitude & Aptitude, Comment, Crap Campaigns In History, Crap Marketing Ideas From History!, Embarrassing Moments
So I saw this in Singapore recently:
No you don’t Olympus.
In fact, having read this, I would say you care far more about embezzlement and tarnishing reputations.
[Word of advice: Don’t read it. The CEO – who is the author of the book – comes across more as an egomaniac than a victim of corporate misdeeds, despite the fact he was most definitely a victim of corporate misdeeds]
And don’t even get me started on your tagline.
Your Vision. Our Future.
HAHAHAHAHAHAHAHAHAHAHAHA. What a pile of bollocks.
A long time ago, brands had a clear and concise positioning.
You knew where you stood with them because they made sure you understood what they stood for.
Now most of them go into this ambiguous-yet-meaningless, pseudo-Oprah, contrived life-and-lifestyle, passive bullshit.
And the irony is, it makes me want to NEVER buy anything Olympus.
NEVER.
Say what you mean and mean what you say.
It doesn’t have to be focused on what you make, it could be built around you approach or the attitude you have when doing things … but if you can’t even do that without falling into corporate talk blandom – obviously driven by the misguided belief that if you don’t alienate anyone, you will be attractive to everyone – then you can’t blame the public when they snort at you in derision and buy one of your competitors products.
You care about my health and happiness do you Olympus?
Well bring me a cup of coffee and a great documentary or piss off.
28 Comments so far
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How?
Comment by John June 10, 2015 @ 6:29 amare you trying to be a smart bastard or trying to recreate a native american greeting?
Comment by andy@cynic June 10, 2015 @ 6:31 amExactly John.
Comment by George June 10, 2015 @ 6:40 amMaybe it’s by putting up horrendous ads for people to mock rather than be bored sitting in a mall waiting for people to do their shopping? Hey, it’s no more stupid a concept than that ad.
Comment by Rob June 10, 2015 @ 7:34 amthis post is a reminder of the times you were almost half fucking decent to hang around with. didnt last long just like you writing shit i almost enjoyed reading.
Comment by andy@cynic June 10, 2015 @ 6:30 amYou’re right, it won’t last … tomorrow is sentimentality personified. Sorry.
Comment by Rob June 10, 2015 @ 7:35 amAlmost.
Comment by DH June 10, 2015 @ 8:10 amOlympus should follow my Mum’s advice. If you have nothing to say, say nothing at all.
Comment by George June 10, 2015 @ 6:40 amDon’t you mean if you have nothing nice to say?
Comment by Pete June 10, 2015 @ 6:46 amyou dont know his mum.
Comment by andy@cynic June 10, 2015 @ 6:56 amCheeky but true.
Comment by George June 10, 2015 @ 7:04 amJudging by this ad, George’s mother speaks more sense than the Olympus marketing director. Ridiculous, especially when there is no context to that statement.
Comment by Lee Hill June 10, 2015 @ 8:59 amI hope yesterday was not too difficult for you Robert.
Comment by George June 10, 2015 @ 6:41 amIt was OK. Thanks matey.
Comment by Rob June 10, 2015 @ 7:35 amGood to hear Rob.
Comment by DH June 10, 2015 @ 8:11 amWell said Rob. What a load of rubbish and what a waste of money. If I was a shareholder I’d be fuming.
Comment by Pete June 10, 2015 @ 6:45 ami think theyd be more fucked off about the millions put in the fucking boards back pocket. ive read that book and it was 10 interesting pages stretched into 200 pages of mind numbing fucking tedium.
Comment by andy@cynic June 10, 2015 @ 6:58 amLike some creative briefs?
Comment by John June 10, 2015 @ 7:07 amI know what you’re trying to encourage John. I can see it a mile off. #blogtrol
Comment by Rob June 10, 2015 @ 7:34 amYou mean you paid someone to read it for you, don’t you Andy?
Comment by DH June 10, 2015 @ 8:12 amDoesn’t Olympus make medical equipment? It’d be great if their tagline for that line of stuff was “Capturing the best side of you” … just a mix up in the print ads that they decided to roll with and hope no one noticed because it’s all bullshit anyway.
Comment by Bryan June 10, 2015 @ 11:35 amI don’t know if this is brilliant or disgraceful. But I admire your courage for writing it in public. Hahaha.
Comment by Rob June 10, 2015 @ 12:54 pmI imagine much more qualified people than me have come up with much worse … or maybe not. But I take comfort in knowing that having 11 readers hardly qualifies this as public
Comment by Bryan June 10, 2015 @ 1:02 pmThanks for highlighting my unpopularity.
Comment by Rob June 10, 2015 @ 3:37 pmThis is gold.
Comment by Thuymi @ AdventureFaktory.com June 10, 2015 @ 6:16 pmSuch meaningless words all over the place.
I’m not sure anyone really cares about taglines – beyond the ones that are bit distinctive and stick in the mind.
Comment by northern June 10, 2015 @ 6:56 pmDo people get them? Do they buy on the basis of a position? Rather than a point of view that’s more emotional and overt?
I never understood Just Do It, or the Future’s Bright (I’m thick) but I sure as hell remembered them and they made me feel something different.
Just wondering.
And of course, the above communication doesn’t qualify on the above basis anyway.
You’re back. And you make a comment that every client should hear. Being ‘rational’ might make people in a focus group repeat what the client wants to hear, but capturing an emotion can ignite interest in normal people.
[For normal, read none focus group types]
Hope all is going well with you-know-what.
Comment by Rob June 10, 2015 @ 7:52 pmAsking for coffee and a documentary proves planners are fucking idiots.
Comment by Billy Whizz June 11, 2015 @ 12:06 am