What A Brand Won’t Do

by Chris Kenton on March 22, 2005

You can have a big marketing budget, a big name spokesperson, a big event with huge publicity and emotional appeal, but if you’ve got a junky product, it won’t improve your sales. Witness today’s report of the Pontiac G6 debacle. Oprah Winfrey gave away 276 of these cars on a tear-jerking show that set the marketing world on fire. But, sales have dropped through the floor.

Art Spinella, an industry observer and marketer, summed it pretty succinctly:

Spinella said neither GM’s marketing department nor Winfrey can be blamed for the market performance of the G6.

"It’s one thing to have that kind of a major marketing coup, but you
need to back it up," said Spinella, who said he believes that the
vehicle is an underwhelming package in a competitive marketplace.

{ 2 comments… read them below or add one }

Andy Wibbels April 3, 2005 at 5:06 pm

Wow – you mean a boring product can’t be saved by even the likes of Oprah?! We’re doomed, I tell you!

Enjoying your rants.

Jyh Yeong April 4, 2005 at 10:07 am

I totally agree. Advertising and a great marketing strategy can’t save a crappy product. Like what David Ogilvy said, “The consumer is not a moron, she is your wife. Don’t insult your intelligence.” Nobody is going buy a shitty product no matter how good the advertising is. I guess that’s what happened in this instance.

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