today's AMAZING TV AD : honda's "cog" 2 minute tv spot

for more on this, go to this post : http://the-wawam-file.blogspot.com/2008/04/cog-honda-tv-spot-another-amazing-ad.html; april 14 post.
the inspiration is mount pinatubo when some years ago, all of a sudden, after decades of being dormant, it decided to erupt, spewing debris and ash several kilometers high, blowing ashes to float everywhere, far and wide, turning the skies gloomy gray as far away as metro manila, hundreds of kilometers away, covering metro manila streets and rooftops with thick ash. the pinatubo eruption was so powerful that its ashes changed the color of sunsets not only in the philippines but also worldwide.

that's what happens when clients and advertising agencies decide to run ads not worthy to be called advertising. its dark, its huge and very irritating and unfortunately, everywhere!

all they are doing is wawam! what a waste of advertising money!

here is a first row view of Philippine Advertising and Philippine Marketing.

mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away

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Wednesday, March 12, 2008

part 1. how not to name a brand : nestle's give-me-a-name online wawam!

here’s how not to name a new brand. there are so many things wrong about this effort. aside from this will show its really a dumb idea to name a brand the way nestle did it, it’s also a good study on how to do badly at planning things.

go to this link to get an understanding of what its all about : http://www.givemeaname.ph/

naming a brand is probably the first most important step one takes in launching a new brand. a lot of time and effort should be spent on it. consumer research should be done first. and there is now a whole industry of professionals whose job is just to name a brand. it escapes me why nestle has decided to ask people (internet and advertising audience) and to do it through the internet to do this very important first step.


lets not forget that the Brand Name in truth is the one component that stays forever with a brand. you can change graphics design over time, change formula (flavor, color and ingredients), change packaging/container and change advertising campaigns, but the brand name stays, no matter what.


so what is the advantage of naming a brand by asking consumers and internet citizens to give a name to a brand? what is the intended gain? i am sure nestle thought it will gain something by doing it this way. but is the gain worth the danger and risks? and how could the brand management group and the advertising agency be so bad in planning the whole thing? it appears to me, nobody thought it through.

to be continued......
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