Blog of Death
Knock-off radio ads in Grande Prairie
December 21st, 2005
All of a sudden, all the other Jewlery stores in Grande Prairie are running cheap knock-offs of ads that Janina's Jewelers has been running for countless years... where the owner speaks personally on the radio about his recent trip to Antwerp to pick up diamonds "right from the source" Speaking in his heavy accent, he describes the quality of the diamonds and the savings passed to the customer by cutting out the middle-men... something that has become somewhat of a trademark of Janina's.And now Subaru has suddenly had a brainfart and decided to position themselves well under Hyundai. They are running ads like the old Smart-Guy/Stupid-Guy ads Hyundai just finished with a little while ago. The Hyundai ads were great, the Subaru knock-offs are horrible. Why would you cheapen your market position like that, when you have such a great differentiator like the WRX? It stands on its own well enough to give you a license to do your own thing on the radio... why waste thousands on wrecking your market position?
Bottom line - knock-off ads are exactly what they are - piss-poor knock-off's of the originals. It'd be (barely) better if the ads actually improved upon the originals - but they are far worse.
Anyway I'm done ranting... as a closing note, let's go to brandchannel.com and pull up a definition from their glossary:
[b]Differentiation[/b] Creation or demonstration of unique characteristics in a company's products or brands compared to those of its competitors.
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