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July 06, 2005


The Scion example is not by any chance a new phenomenon in the automotive industry. I remember from the case of the Mazda Miata, designed as a roadster for women, and ending up as the acceptable roadster for middle aged family men who wanted a second car (it was cheap enough to be affordable and not powerful enough to scare the wife).

Jeff, Aye, there's the rub! It's hard to convince people to change their ways. You need to give them a reason to do things differently, a reason to listen. I think it has to start with senior management, but often these issues are too 'granular' for senior management to get excited about. It's that old conundrum: feels tactical, so people ignore it, but in fact, it is strategic! A steady drumbeat of provocative, client-facing articles should help.

I agree with this logic because I've seen its successful application in market.

The challenge is - this involves a profound shift in how marketers think about their brands (indeed, it references an even larger and scarier idea, surrendering control at work).

Clients will need to "buy" this in order for agencies to be able to do this kind of marketing - but how do we convince them?

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