The limitations of descriptive names
According to this ad, the OC Autoshow is “more than an auto show.”
- Ad for an auto show at a bus stop. Thoughts?
- Ad (and website) contain very little evidence that the show is anything more than an auto show
- Obviously, contradiction between the name and the headline (X ≠ X+Y, where Y ≠ 0)
How many times have you seen some variation of this headline on an ad, or this sentiment expressed somewhere in marketing materials? In this instance it’s probably just a lazy cliché (may I recommend “OC Autoshow: Experience the difference!”), but it also highlights an inherent weakness of descriptive names. What happens when International Business Machines wants to sell more than business machines? (They call themselves “IBM,” I suppose—kind of like UPS is more than just a parcel service and KFC is more than just fried chicken.) Apple doesn’t have that problem (although they must have at one time faced the challenge of explaining that they weren’t an apple company). Or when Pizza Hut wants to sell pasta and wings? Wouldn’t be a big issue for Domino’s Pizza to become “Domino’s,” which is essentially how they’re known anyway.
Just something worth keeping in mind when considering a descriptive name (or dime-a-dozen ad headline).
Rob Meyerson works with clients to find creative solutions that inform brand strategy, positioning, identity, and communications.
Paul | December 6th, 2009 at 7:35 pm #
True that descriptive names can limit growth, but if you’re launching a new entity/product/service it sure does help for people to know what you’re selling, especially if you don’t have the unlimited marketing resources to make sure everyone knows what your iPod or Zune is…
Missing the perspicacious insights – it’s been a while.
Rob | December 6th, 2009 at 11:13 pm #
Yes, there are pros for descriptive names too, and context is everything. Will make an effort to keep up the perspicaciousness. Thanks for your comment and your support.
Paul | December 7th, 2009 at 9:07 am #
…we prefer perspicacity…
BenV | December 11th, 2009 at 11:57 am #
“Ad for an auto show at a bus stop. Thoughts?”
A couple of thoughts:
1. Car and truck drivers can often see bus stop ads. Not as many as can see large billboards, but perhaps–giving the media buyers or the ad agency an unreasonably high benefit of the doubt–the media buyer was able to get a very low price for this placement.
2. Who goes to auto shows? Do less affluent people–who are more likely to take the bus–go to these shows? (I’m not a cars guy and would never go to one, so I don’t know)
Rob | December 13th, 2009 at 4:57 pm #
Ben,
Thanks for commenting. Good point about people driving by the bus stop (or walking by it, as I did). I guess it’s always a cost/benefit analysis on the part of the media buyer, and that should factor into it.