tag:blogger.com,1999:blog-4169807398234019196.post5038901691067569750..comments2023-09-16T12:49:54.607+01:00Comments on The Sell! Sell! Blog: The Context Of ReasonSell! Sell!http://www.blogger.com/profile/10702354938890218799noreply@blogger.comBlogger3125tag:blogger.com,1999:blog-4169807398234019196.post-67452212720467058322014-09-24T13:45:37.181+01:002014-09-24T13:45:37.181+01:00Products are only similar when the people selling ...Products are only similar when the people selling them are too scared to let advertisers differentiate them. Think about gasoline (petrol for you blokes), for instance. In the States, there are only two ways gasoline is advertised. It's either all about the additive package (cleaner gas for a cleaner engine) or it's this derivative excrement about "freedom" and "the American spirit." Most people here are the opposite of brand loyal in that category – no one in Alaska buys Exxon. No one in the Gulf Coast buys BP. After that, it's down to price 99% of the time.<br /><br />Because "it's all just gas." It's all the same. Right? Not if you're in advertising. FIND a differentiator. If you can't find one, create one. That's the fun part. Gas is just gas the same way shoes are just shoes and computers are just computers. <br /><br />In other words, it's not.Cecil B. DeMillenoreply@blogger.comtag:blogger.com,1999:blog-4169807398234019196.post-74601926317742556592014-09-23T18:20:50.831+01:002014-09-23T18:20:50.831+01:00In my experience it's not necessarily the fash...In my experience it's not necessarily the fashion for cognitive science which serves as an excuse to produce "lifestyle / image / brand" advertising. What I'm often confronted with is that "all products these days are so similar, there's no real difference to be spotted". Hence we need to deviate from the product and aim for image and brand values. Total bullshit in my opinion.Parvez Sheik Fareedhttp://www.jabjab.menoreply@blogger.comtag:blogger.com,1999:blog-4169807398234019196.post-70992614888312564752014-09-23T17:34:16.886+01:002014-09-23T17:34:16.886+01:00"A similar dilemma faces creatives when they ..."A similar dilemma faces creatives when they choose to highlight a reason why a person may wish to chose the product they're working on."<br /><br />I thought the almighty Planner has taken over that role, has he not?Anonymousnoreply@blogger.com