When Branding Attempts Retail

Analysis reveals factory driven “Holiday Sales” don’t seem to work all that well.

One of the operating principles of retail automotive advertising at JKR is we emphasize to our clients, do not attempt branding. Branding is something best left to the factory and dealer association advertising.

Ace Metrics, an advertising evaluation firm recently released a report indicating that factory sponsored Big Bow & Ribbon spots, were not delivering the goods for 40% of the luxury brands surveyed.

One consumer scoffed at the idea of buying a luxury car as a gift in this economic climate. It just may be an indication of the lofty, rarified, highly perked, and phenomenally well compensated lives certain creative directors enjoy, or perhaps a nice, innocent idea that just doesn’t go anywhere.

Click here to read the entire article in AdvertisingAge.