Marketing “Made in the USA” in 2010
Domestic manufacturers are feeling pressure to tout their USA-cred, but does it make sense?
When will Americans see the Tatas?
The Indian carmaker will be more like Hyundai than Yugo; here’s what it means for the bottom of the American market.
CR does a 180 on the 460
Toyota’s decision to halt sales of the Lexus GX 460 shows the power of the Consumer Reports brand.
The Japanese Hummer Green Machine
Hummer’s H3 model is enjoying success in Japan as a “green” vehicle. Go figure.
Who wants a watered-down Bimmer?
BMW’s new “Joy” campaign seems a bit down-market for the lux German brand.
Toyota in Crisis: Tylenol Extra Strength or Ford Explorer?
The world’s number one automaker has gone to extraordinary lengths to protect its most valuable asset – its reputation.
Porsche goes to the gorilla!
Unheard of 1.9% financing is a bad deal for the Porsche brand.
Cash for Clunkers isn’t really about cars
1. There is little doubt the “Cash for Clunkers” generated intense activity and excitement, running out of money in the space of one week.
2. However, the real-dollar impact on the auto industry (or on any other tangible measure you like) of the program is modest at best.
3. The true impact is psychological, working quite efficiently to change the public outlook.
Oh, the poor Jiffy Lube guy…
1. When the shop is slow, Jiffy Lube technicians take the opportunity to drive impulse decisions from passing motorists using direct monetary incentives.
2. The immediacy of the technique makes it quite smart for the chain; Jiffy Lube has reasons for its customers not to think too hard about their decision.
3. While smart, the idea is easily imitated. Jiffy Lube might be wise to consider spicing up the incentives to drive business and boost its brand.
How do you achieve Victory?
1. Minnesota-based Victory Motorcycles leverages its parent company’s expertise in small engines to break into the motorcycle market.
2. But it doesn’t shy away from the fight: The company focus on high-end touring and custom bikes boldly puts them up against Harley-Davidson.
3. Victory has a fighting chance, but its growth will remain stunted unless it defines more clearly what it stands for, rather than focusing on Harley.
About
Jason Voiovich
Ecra Creative Group
Phone: 651.209.2778
Principal and co-founder of Ecra Creative Group, a Minneapolis, MN based creative services firm specializing in brand development, reputation process management, naming/trademark, and product launches to drive measurable business results.
