Comments on: words got in the way http://deniseleeyohn.com/bites/2009/09/06/words-got-in-the-way/ stuff for your brain to chew on Thu, 17 May 2012 14:50:55 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Puneet http://deniseleeyohn.com/bites/2009/09/06/words-got-in-the-way/comment-page-1/#comment-7197 Puneet Wed, 09 Sep 2009 13:26:35 +0000 http://deniseleeyohn.com/bites/?p=2211#comment-7197 I couldn't agree with you more. The same can be seen on TV as well, where a clever idea has been taken too far and rather than promoting the product, has shown the viewer that a clever person created the ad. However, the viewer does not know who this person is or can not remember the product after 5 minutes. Keep it simple, easy to understand and crazy, and it will become unforgettable by it's own virtues! I couldn’t agree with you more. The same can be seen on TV as well, where a clever idea has been taken too far and rather than promoting the product, has shown the viewer that a clever person created the ad. However, the viewer does not know who this person is or can not remember the product after 5 minutes.

Keep it simple, easy to understand and crazy, and it will become unforgettable by it’s own virtues!

]]> By: Craig http://deniseleeyohn.com/bites/2009/09/06/words-got-in-the-way/comment-page-1/#comment-7172 Craig Tue, 08 Sep 2009 16:22:44 +0000 http://deniseleeyohn.com/bites/?p=2211#comment-7172 I agree. This is an easily overlooked point, which I think occurs far too often. I've been following the Pearl Izumi "we are not joggers" campaign since it started and have been continually surprised at their choices. And I personally really like the products. I own some, and have always wanted to own more, but this campaign has been nothing but off-putting and leading customers away from the brand, IMHO. In particular, it seems they lost sight of what persuading they are doing as a result of their creativity. I think many of the ads are funny, inventive, and hard core. I like some of them because I can relate to the snarky attitude. But none of the the products I have every bought from them correspond to that, and I am negatively influenced to purchase based on that. I want their products to make me run/cycle faster. Not put others down. Some form of hard-core elitism is not something I aspire to want, and I'm not sure that's going to be a long term helpful position for that brand to own. Many a campaign seems to suffer from this problem - sometimes, more than just words get in the way - sometimes the whole campaign gets in the way. I too think Olgivy was particularly harsh, but has a good central point. His words certainly didn't get in the way of his message. I agree. This is an easily overlooked point, which I think occurs far too often.

I’ve been following the Pearl Izumi “we are not joggers” campaign since it started and have been continually surprised at their choices. And I personally really like the products. I own some, and have always wanted to own more, but this campaign has been nothing but off-putting and leading customers away from the brand, IMHO.

In particular, it seems they lost sight of what persuading they are doing as a result of their creativity. I think many of the ads are funny, inventive, and hard core. I like some of them because I can relate to the snarky attitude. But none of the the products I have every bought from them correspond to that, and I am negatively influenced to purchase based on that. I want their products to make me run/cycle faster. Not put others down. Some form of hard-core elitism is not something I aspire to want, and I’m not sure that’s going to be a long term helpful position for that brand to own.

Many a campaign seems to suffer from this problem – sometimes, more than just words get in the way – sometimes the whole campaign gets in the way. I too think Olgivy was particularly harsh, but has a good central point. His words certainly didn’t get in the way of his message.

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