Buy Back Guarantees are an interesting debate is: Is a guarantee a sign of brand confidence or brand insecurity?
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Buy Back Guarantees are an interesting debate is: Is a guarantee a sign of brand confidence or brand insecurity? We have all witnessed the anti-exposure: a commercial that is so annoying it not only wore out its brand welcome, but has also became a detriment to the brand — degrading the brand with each successive viewing. A lot has been written about the recent Verizon and AT&T map ads. The Battle of the Maps began with commercials for Verizon’s 3G coverage. Basically, the commercial displays Verizon coverage maps has exponentially more 3G coverage across the nation than AT$T. AT&T recently sued Verizon (and lost). Then AT&T countered with Luke Wilson throwing postcards around an over-sized national map. Let’s face it these advertising giants are not messing around. Per Ad Age, Verizon spends $3.7 to $3.1 million for AT&T (compare this to the soda giant, Coca-Cola which only spends $752 million) Mega-budgets aside there is a beauty — a simplicity with the maps. |
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