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Archive for the ‘Automotive’ Category

Key to New Product Success: Avoid “Death by Brand Advertising”

October 1, 2010 3 comments

Brand Advertising is Often the Wrong Choice for New Products

When you have a new product, the first order of business is getting consumers to love the product – love it so much they buy it.

Unfortunately, the ad/creative business is obsessed with brand advertising. And, sadly, choosing brand advertising for new products is a leading cause of Shelf Potato-dom. (With the term “brand advertising”, I refer to advertising that spends the bulk of time and energy building brand connections – often by saying either “this brand understand you” or “our brand’s cool will rub off on you if you buy our products”.) Read more…

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Even Cars Can Be Shelf Potatoes. Consider Volkswagon’s Eurovan

July 28, 2010 4 comments

Eurovan vacation in Eastern Washington

Two and a half years ago I purchased my 2001 Eurovan (Weekender) – a pop top camper that carries 7, sleeps four, hauls 4′ by 8′ sheets of plywood inside, and lets our kids play across a table on road trips. Even better, VW finally upgraded to a strong motor so that the van powers it’s way over mountain passes.

The Eurovan excites passion among those who own them or would like to own them. We Eurovan owners wave to each other on the road and stop to talk in the parking lot. I’ve even had an owner leave me a note asking me to help him find a roof rack setup like the one on ours. BUT, in 2003 VW cancelled the product in the US.

And that leads us to today’s installment of ShelfPotato Diaries. Why did a car that excites this passion eventually fail? It seems their rationale for cancellation included two primary reasons: Read more…