Super Bowl advertising sucks, and GEICO takes a hit
Tom Dougherty, CEO – Stealing Share
3 February 2014
GEICO is among the worst of this year’s Super Bowl advertising
If you read my earlier blog on this inflated beast then you already know how certain I am that Super Bowl advertising is a failed medium (buying price-inflated time on too broad of an audience medium). Super Bowl advertising sucks. But here is the real downside for those that participate.
Your ad has to be NEW and it had better be FUNNY. After all, that is how these stupid ad agencies behave and it is what the untargeted audience demands.
“Therefore, GEICO should have avoided the venue all together. If it was going to participate, it forgot half of the equation — NEW.”
Enter GEICO. Hmm, let me see, a pig at a counter, getting his ID picture taken while he demonstrates that GEICO has a new mobile app. Haven’t I seen that before? Yes I have.
Therefore, GEICO should have avoided the venue all together. If it was going to participate, it forgot half of the equation — NEW. All the audience is left with is disappointment in the brand. Now there is great brand equity. Disappointment.
File that away with how much money 15% will save you when you switch to GEICO. Oh, and don’t forget to use the really cool app.
Brand Purpose Tom Dougherty, CEO - Stealing Share 10 December 2018 Brand purpose is not what many think it is So, the marketing term of the year is Brand Purpose, as chosen by the Association of National Advertisers. And what do they use to demonstrate such a term...
Retail market changes Tom Dougherty, CEO - Stealing Share 6 December 2018 Retail market changes are akin to climate change Are you paying attention to the many retail market changes? I am. Some fundamental changes are afoot. I believe the days of large generalized...
Burger King marketing Tom Dougherty, CEO - Stealing Share 5 December 2018 Burger King marketing butt of its own joke Burger King marketing has really gone off the rails. It’s giving away Whoppers for a penny if you order them within 600 feet of a McDonald’s, using...