Pearl Izumi has gone fairly unnoticed until now, so the ad essentially did what they had intended-- which is pique people's interest, regardless of whether they like it or not. And now all the leading brands are running scared because their piece of the running-shoe pie has just gotten a smidgen smaller, so they got these so-called "brand experts" slandering the company because these greedy companies don't want to share
First, this isn't slander, it's the truth. Simple awareness at any cost does no brand any good. There's no point to raising awareness with no brand message. Second, no "leading brand" secured my services. I wish they had, though! Third, you may want to actually listen to the comments, rather than simply to reacting to what you THINK you're hearing.
you ask me, they over reacting to an ad that wasn't entirely serious in the first place. Its main purpose is to inspire people into thinking "im not a a jogger, im a runner"
Actually, that's why CNBC calls...they wanted to know about the value of the brand. This particular ad just happened to be the latest example of how bad the execution was....logic being that if the AD is supposed to communicate the brand, it's not doing a great job. I doubt that was what Pearl was going after....
Nope. What I'm telling you is that awareness, by itself, provide no brand value on the bottom line. Lots of high awareness brands go broke because they don't communicate why they're "the only solution to their prospects' problems." THAT'S where the money is.
These guys are supposed to be experts? What's the most talked about ad in TV history? I'm not sure, but my bet is on the Apple Macintosh ad during the 1984 Super Bowl. I remember it.....I WAS 9! Didn't say a whole lot about the Macintosh either.
"Talked about" means they know you, not why you should care. Everyone knows and talks about cancer, too, but how many people want it? "Awareness" does not translate to "brand value" -- and certainly not to bottom line sales. rob frankel dot com explains it more.
Pearl Izumi has gone fairly unnoticed until now, so the ad essentially did what they had intended-- which is pique people's interest, regardless of whether they like it or not. And now all the leading brands are running scared because their piece of the running-shoe pie has just gotten a smidgen smaller, so they got these so-called "brand experts" slandering the company because these greedy companies don't want to share
DomokunCaretaker 4 years ago
First, this isn't slander, it's the truth. Simple awareness at any cost does no brand any good. There's no point to raising awareness with no brand message. Second, no "leading brand" secured my services. I wish they had, though! Third, you may want to actually listen to the comments, rather than simply to reacting to what you THINK you're hearing.
robfrankel 4 years ago
you ask me, they over reacting to an ad that wasn't entirely serious in the first place. Its main purpose is to inspire people into thinking "im not a a jogger, im a runner"
opuim123 4 years ago
Sounds to me Rob is bummed that he just realized he is a jogger.
Chantrey 4 years ago
Nah, I don't jog. I don't run. I did just buy a swell new pair of drinking shoes, though.
robfrankel 4 years ago
All I'm saying is now you are talking about Pearl and you weren't before. Sounds to me like it worked.
jqdesigner 4 years ago
For not talking about the ad and Pearl you sure are talking about it alot.
Just saying.......
jqdesigner 4 years ago
Actually, that's why CNBC calls...they wanted to know about the value of the brand. This particular ad just happened to be the latest example of how bad the execution was....logic being that if the AD is supposed to communicate the brand, it's not doing a great job. I doubt that was what Pearl was going after....
robfrankel 4 years ago
Nope. What I'm telling you is that awareness, by itself, provide no brand value on the bottom line. Lots of high awareness brands go broke because they don't communicate why they're "the only solution to their prospects' problems." THAT'S where the money is.
robfrankel 4 years ago
These guys are supposed to be experts? What's the most talked about ad in TV history? I'm not sure, but my bet is on the Apple Macintosh ad during the 1984 Super Bowl. I remember it.....I WAS 9! Didn't say a whole lot about the Macintosh either.
eviltwin1974 4 years ago
"Talked about" means they know you, not why you should care. Everyone knows and talks about cancer, too, but how many people want it? "Awareness" does not translate to "brand value" -- and certainly not to bottom line sales. rob frankel dot com explains it more.
robfrankel 4 years ago
Are you telling me that Apple got no "brand value" from their Super Bowl commercial?
eviltwin1974 4 years ago