The Musings Of An Opinionated Sod [Help Me Grow!]


Stooopidcases …

Yesterday I wrote a post about stupid.

Well, it appears it may be the theme for 2020, because I just saw this …

Yes, that is an ad for a new suitcase that is making a big deal that it comes with wheels.

WHEELS.

Actually it’s much more than that because they’re making a big bloody deal about where the wheels are supposedly from.

Now I know I once bought a wifi suitcase that the security people at the airport wouldn’t allow me to take on a plane because the ‘battery charger’ wasn’t removable, but even for me this is utterly bonkers.

Don’t get me wrong, I absolutely appreciate Japan’s perfectionist, craft mentality – to make a big deal about ‘wheels made in Japan’ is possibly the best example of bonkers brand manager ego/delusion that you’ll see this year.

And no, I didn’t buy it.

Cheeky bastards.


20 Comments

You’ve may not have bought it but you’ve ordered it haven’t you?

Comment by Bazza

Nope. Ever since the original ‘wifi suitcase my debacle, I’ve stuck with tried and tested luggage. I know. How mature have I become?

Comment by Rob

Anyone who thinks photography doesn’t matter needs to see all the things Rob has bought simply because it was captured well. Often at an angle. Always in close up.

Comment by Bazza

There may be more than a hint of truth in that statement. Sadly.

Comment by Rob

hint? you literally fucking resemble that remark campbell.

Comment by andy@cynic

Andy FTW.

Comment by DH

Fancy photographs.
Hyped up details.
Product features expressed through ubiquitous benefits.
This is what direct to consumer advertising has become.

Comment by George

They don’t want to build a brand, they want to sell their business.

Comment by Lee Hill

Good points. Though in many cases, I don’t know if they even have a business to sell, more a glossy packaged idea.

Comment by Rob

Or pay off their investors to start making money for themselves.

Comment by George

There seems to be a lot of companies attempting to disrupt the luggage industry. It is a shame they are all making similar products with similar features communicated in similar ways.

Comment by Lee Hill

Yep. The amount of companies who claim to be disrupting an industry but actually are the same as the establishment, albeit with a snappier name and brighter colours.

Even Monzo – the darling of bank disruption – are fast becoming the old, old establishment by wanting to put bank managers back into the public domain.

I’m not saying they’re not a successful business (though I’m pretty sure they’ve not made a profit yet) but don’t claim one thing while doing the absolute opposite or you’re more a marketing company than a disruptive one.

Comment by Rob

Disruption is a marketing term. Similar to how companies now love defining themselves as technology firms. It’s designed to increase their relevance to the market even if a simple glance informs you they’re not that disruptive or technology led.

Comment by George

Hahahaha … yes, that is so true.

I recently heard a kids games company describe themselves as a tech firm, simply because they made games for the iPad.

Comment by Rob

Ahhh, Disruption, my favourite

Comment by Northern

I know people who will pay an extra thousand quid for ceramic brings in bike wheels, this actually looks like common sense next to that

Comment by Northern

All wheels are 360° – that’s what makes them wheels. #insight

Comment by John

thats a fucking high standard insight by most planners standards doddsy.

Comment by andy@cynic

its marginally fucking better you would be the twat that bought the case because it has wheels that go round rather than be the wanker who thinks thats a good idea to fucking say.

Comment by andy@cynic

He probably did the ad and then bought the case. Or more likely got someone to buy it for him.

Comment by DH




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