Comments on: The idea of weird and wonderful http://olapersson.se/2009/02/the-idea-of-weird-and-wonderful/ the blog edition Tue, 03 Jan 2012 07:50:31 +0000 hourly 1 By: Ola Persson http://olapersson.se/2009/02/the-idea-of-weird-and-wonderful/comment-page-1/#comment-27 Ola Persson Thu, 05 Feb 2009 18:16:25 +0000 http://olapersson.se/?p=186#comment-27 If a Cognac brand was voted the best by the SS officers, that would fall under "(With the exception of bacterial/viral/poisoning outbreaks I suppose.)" in my opinion. <br><br>I think what paul is getting at is that if people buys candybars (for example) every now and then, without any real preference of which one. Then doing something that can be considered "weird and wonderful" is a perfectly valid strategy. So if we instead of saying "these candybars tastes better than our competition" just do something wildly strange (that doesn't have to make much sense) that gets talked about, or at the very least leaves a bit longer lasting impression. A much more interesting take on things.<br><br>Kinda goes into the "creating pop culture" idea I guess. If a Cognac brand was voted the best by the SS officers, that would fall under “(With the exception of bacterial/viral/poisoning outbreaks I suppose.)” in my opinion.

I think what paul is getting at is that if people buys candybars (for example) every now and then, without any real preference of which one. Then doing something that can be considered “weird and wonderful” is a perfectly valid strategy. So if we instead of saying “these candybars tastes better than our competition” just do something wildly strange (that doesn't have to make much sense) that gets talked about, or at the very least leaves a bit longer lasting impression. A much more interesting take on things.

Kinda goes into the “creating pop culture” idea I guess.

]]> By: mathar http://olapersson.se/2009/02/the-idea-of-weird-and-wonderful/comment-page-1/#comment-26 mathar Mon, 02 Feb 2009 21:16:25 +0000 http://olapersson.se/?p=186#comment-26 "The thought is, when it comes to actual items we consume – food, candy, tobacco, alcohol, etc. – it doesn’t really matter too much what kind of message we see or hear, positive or negative. All that matters is that we notice it and it lodges in our brain."<br><br>I agree with Paul to some extent... but i think this formulation out of context is dangerous.<br><br>First, you don't consume alcohol and basic foods the same way. Ever heard of high/low engagement products? And tobacco is a drug, with highly restricted advertising possibilities in most countries.<br><br>What Paul writes about is the consumer as addicted to the product category, be it sugar, nicotine, alcohol or carbohydrates. And yes, reminding an addict that the product is available will make him want to buy it.<br><br> What i mean is: negative advertising messages about tobacco or alcohol DO turn me off. Showing a kid with rotten teeth will make me think twice before i buy candybars. If my favourite Cognac brand started using the fact that it was voted best-booze-ever by SS officers during WW2, i WOULD have serious doubts about the implications this would have on the brand's image and its epicurian-icon status. “The thought is, when it comes to actual items we consume – food, candy, tobacco, alcohol, etc. – it doesn’t really matter too much what kind of message we see or hear, positive or negative. All that matters is that we notice it and it lodges in our brain.”

I agree with Paul to some extent… but i think this formulation out of context is dangerous.

First, you don't consume alcohol and basic foods the same way. Ever heard of high/low engagement products? And tobacco is a drug, with highly restricted advertising possibilities in most countries.

What Paul writes about is the consumer as addicted to the product category, be it sugar, nicotine, alcohol or carbohydrates. And yes, reminding an addict that the product is available will make him want to buy it.

What i mean is: negative advertising messages about tobacco or alcohol DO turn me off. Showing a kid with rotten teeth will make me think twice before i buy candybars. If my favourite Cognac brand started using the fact that it was voted best-booze-ever by SS officers during WW2, i WOULD have serious doubts about the implications this would have on the brand's image and its epicurian-icon status.

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