Showing posts with label Marketing. Show all posts
Showing posts with label Marketing. Show all posts

Tuesday, 5 November 2013

Branding Matters

Getting Our "Positioning" Right

New Zealand has a problem with youth suicides.  There are too many of them.  Way too many.  We posted recently that a national newspaper had this to say:
The deaths from the Taupo Bay area in the Far North follow the Herald on Sunday's reports on a similar cluster [of youth suicides) in Kawerau two years ago. These, and the country's relentlessly high suicide rate, are now prompting calls for a nationwide suicide prevention publicity programme similar to that used to combat depression - and for government funding to be more effectively targeted.
The secular world is finds itself in serious in conflict over young people taking their own lives.  On the one hand there is this brute reality that every fibre of our being screams out that it is wrong. But, on the other hand, secular amorality also insists that there can be nothing immoral or unethical about the act itself.  So we are filled with pity and guilt without any ethical warrant.  We are all dressed up with nowhere to go.  We know we are sad, but unsure whether we ought to be.

Friday, 16 August 2013

To Explain is to Lose

Empty Slogans

We have commented previously upon the galactically stupid "marketing" line: "100% Pure New Zealand". It's deceptive and misleading.  It is a rod for our own back.  But help is at hand.  The Prime Minister, John Key who is also Tourism Minister has gravely informed us that this slogan is marketing spin.  It's not to be taken seriously.  Thanks for clearing that up, Mr Key. 
On Saturday, Prime Minister John Key, who is also tourism minister, told a National Party conference the slogan was not meant to be taken literally.(Stuff)
In the interests of clarity, and for the avoidance of doubt, we believe that this slogan is irresponsible and inadequate.  It needs further clarification.



This is a Slogan--Not to be Taken Literally


With this necessary clarification, we are more than happy to see "100% Pure New Zealand" retained.  But then it loses everything, does it not?  Which is the very point we are making.  The slogan only has traction and power if it is believed to be largely (if not entirely) true.  Which is to say that the slogan is deceptive and misleading.