brand proving grounds-oxyride batteries

07/18/2006 09:17:00 PM
In a world where product proof says more than marketing bullshit ever can, opportunities to prove your brands competence are going to matter more than ever.

Months back, Influx wrote about the idea of Brand Proving Grounds our reference, the arduous Dakar Rally, which was used as a proving ground for VW's Toureg.

So if you can't use your product in an established proving ground like Dakar, you need to build your own.

This is what Matsushita just did it by building the world's first battery powered plane and flying it.

The plane, powered by 116 AA Oxyride batteries, flew for a total of 391 meters.

Nice idea, but without the benefit of Dakar-level coverage in the global media, the marketing team needed to do everything they could to get their story out.

The problem is the idea has gotten very little buzz on the web

There is only one old film of the first test flight up on You Tube, which can be seen here.



So what's the problem?

Is it a lame idea that doesn't warrant viral sharing?

Is it poor packaging?

Is it poor seeding?

Perhaps, it's a combination of all three.

Creating a "Brand Proving Ground" can be a smart idea, but it needs thought.

So before you embark on creating your BPG, start by answering some simple strategic questions

1. Who are you trying to talk to?

2. Does it communicate the brand idea?

3. Will it break through the clutter?

4. Have you got a seeding strategy?
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