Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Brand Suicide, Communication Strategy, Crap Campaigns In History, Crap Marketing Ideas From History!, Culture, Design, Egovertising, Marketing, Marketing Fail, Pretentious Rubbish
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.
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You’ve may not have bought it but you’ve ordered it haven’t you?
Comment by Bazza February 12, 2020 @ 6:25 amNope. 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 February 12, 2020 @ 7:14 amAnyone 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 February 12, 2020 @ 6:27 amThere may be more than a hint of truth in that statement. Sadly.
Comment by Rob February 12, 2020 @ 7:15 amhint? you literally fucking resemble that remark campbell.
Comment by andy@cynic February 12, 2020 @ 1:57 pmAndy FTW.
Comment by DH February 12, 2020 @ 9:25 pmFancy photographs.
Comment by George February 12, 2020 @ 6:49 amHyped up details.
Product features expressed through ubiquitous benefits.
This is what direct to consumer advertising has become.
They don’t want to build a brand, they want to sell their business.
Comment by Lee Hill February 12, 2020 @ 7:10 amGood 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 February 12, 2020 @ 7:17 amOr pay off their investors to start making money for themselves.
Comment by George February 12, 2020 @ 7:26 amThere 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 February 12, 2020 @ 7:08 amYep. 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 February 12, 2020 @ 7:22 amDisruption 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 February 12, 2020 @ 7:30 amHahahaha … 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 February 12, 2020 @ 8:43 amAhhh, Disruption, my favourite
Comment by Northern February 12, 2020 @ 9:45 amI 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 February 12, 2020 @ 9:42 amAll wheels are 360° – that’s what makes them wheels. #insight
Comment by John February 12, 2020 @ 10:28 amthats a fucking high standard insight by most planners standards doddsy.
Comment by andy@cynic February 12, 2020 @ 1:57 pmits 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 February 12, 2020 @ 1:56 pmHe probably did the ad and then bought the case. Or more likely got someone to buy it for him.
Comment by DH February 12, 2020 @ 9:25 pm