Comments on: COMMENTARY - Hummer: One Step Forward, One Step Back http://www.thirdwayblog.com/post-types/commentary/commentary-hummer-one-step-forward-one-step-back.html Straight Talk on Advertising from the Client Side Thu, 28 Aug 2008 04:53:16 +0000 http://wordpress.org/?v=2.0.4 by: david http://www.thirdwayblog.com/post-types/commentary/commentary-hummer-one-step-forward-one-step-back.html#comment-6468 Wed, 16 Aug 2006 14:38:03 +0000 http://www.thirdwayblog.com/post-types/commentary/commentary-hummer-one-step-forward-one-step-back.html#comment-6468 Thanks Brian, Very interesting comparison to political positioning - I will have to think about that some more. Generally speaking, polarizing brands are good because they create much more loyal users (think Harley Davidson) even if they annoy other people. Trying to explain them to the non-believers or move them towards the center makes people feel like they are selling out. Jeep is facing the same issue by introducing non-Rubicon-trail-tested Jeeps. dv Thanks Brian,
Very interesting comparison to political positioning - I will have to think about that some more. Generally speaking, polarizing brands are good because they create much more loyal users (think Harley Davidson) even if they annoy other people. Trying to explain them to the non-believers or move them towards the center makes people feel like they are selling out. Jeep is facing the same issue by introducing non-Rubicon-trail-tested Jeeps.

dv

]]> by: Brian http://www.thirdwayblog.com/post-types/commentary/commentary-hummer-one-step-forward-one-step-back.html#comment-6448 Tue, 15 Aug 2006 19:38:14 +0000 http://www.thirdwayblog.com/post-types/commentary/commentary-hummer-one-step-forward-one-step-back.html#comment-6448 Nice commentary – it’s good to see an article which focuses on the actual effectiveness of the ad rather than the typical environmental, personal crusade-type attack on Hummer. However, I believe the new ads could prove effective. I think Hummer branding is similar to political campaigning. Is Bush going to convince the extreme left-wingers to vote for him? Are the extreme right-wingers going to ever consider NOT voting for him? Most likely the answer is no on both accounts, but that doesn’t mean he doesn’t make a ‘move’ towards the middle near election time – since that’s where most voters are – more importantly, the “undecideds.” I think it’s the neutral buyers that this strategy will target, and that’s exactly where they need to be. Nice commentary – it’s good to see an article which focuses on the actual effectiveness of the ad rather than the typical environmental, personal crusade-type attack on Hummer. However, I believe the new ads could prove effective. I think Hummer branding is similar to political campaigning. Is Bush going to convince the extreme left-wingers to vote for him? Are the extreme right-wingers going to ever consider NOT voting for him? Most likely the answer is no on both accounts, but that doesn’t mean he doesn’t make a ‘move’ towards the middle near election time – since that’s where most voters are – more importantly, the “undecideds.” I think it’s the neutral buyers that this strategy will target, and that’s exactly where they need to be.

]]> by: Hummer Guy http://www.thirdwayblog.com/post-types/commentary/commentary-hummer-one-step-forward-one-step-back.html#comment-6447 Tue, 15 Aug 2006 19:37:37 +0000 http://www.thirdwayblog.com/post-types/commentary/commentary-hummer-one-step-forward-one-step-back.html#comment-6447 <strong>New Hummer ads unveil “Suprising Truths” about the Hummer H3...</strong> This week Hummer introduces a series of new television ads intended to continue the momentum of the H3 launch and convey some “surprising truths” about that vehicle. The ads play up the H3’s fun factor, while also touting its smaller size, maneu... New Hummer ads unveil “Suprising Truths” about the Hummer H3…

This week Hummer introduces a series of new television ads intended to continue the momentum of the H3 launch and convey some “surprising truths” about that vehicle. The ads play up the H3’s fun factor, while also touting its smaller size, maneu…

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