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

for more on this, go to this post :; 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, April 9, 2008

part 15. what nestle could have done instead - how not to name a brand

there are many things nestle could have done instead of the give-me-a-name internet effort in naming their new product.

the marketing idea behind the internet effort must have been to generate buzz, excitement and anticipation for the new product. but as has been discussed, that has largely failed - very few actually participated in the internet website and there were so many components of the effort that was not thought through that rather than generating goodwill, the effort generated badwill instead.

with this failed effort, what could have nestle done instead?

well, first, they could have just hired a professional naming company to name their brand rather than ask consumers to name their new product. they would have spent much less in fees, probably less than 1/5 of what they spent now and could have made their lives much easier and with much better results.

if you think about it, it's really hard to generate buzz and interest on a brand that doesn't have a name yet. not having a name does not allow the consumer to form an image in their minds. name, logo, font type and colors are the essential components of a brand name that help in forming an image in our minds and start building a relationship.

to be continued......

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