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Let Your Brand Get Old with Your Market

Marketers work so hard to keep their brands fresh and invigorated… even “hip.” Maybe that’s a mistake. Maybe they should make their brands age.

I was reading John Caddell‘s post, “Why Didn’t GM Use Harry Potter Marketing?” In it, he points out that the books (and the movies) allow Harry Potter to grow up, so that the audience that was engaged with the first book/movie continue relate to the character as THEY aged. Brilliant!

John argues that maybe Saturn would be thriving today if the design had matured the way its demographic, who was much younger in 1990 when Saturn began, has certainly done.

What about your brands? Are they truly timeless, or has your demographic shifted over the years? Maybe being long in the tooth isn’t so bad when your market is going to be needing dentures soon.

Posted: under Creating Curiosity (Marketing).
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