{"id":4997,"date":"2013-02-23T20:50:12","date_gmt":"2013-02-24T02:50:12","guid":{"rendered":"http:\/\/www.zmetro.com\/?p=4997"},"modified":"2013-02-23T20:50:12","modified_gmt":"2013-02-24T02:50:12","slug":"do-common-messages-save-money","status":"publish","type":"post","link":"https:\/\/www.zmetro.com\/?p=4997","title":{"rendered":"Do &#8220;Common Messages&#8221; save Money?"},"content":{"rendered":"<p><a href=\"http:\/\/www.autoextremist.com\/current\/2013\/2\/18\/bmw-marketing-the-ultimate-disappointment-machine.html\">Peter DeLorenzo:<\/a><\/p>\n<blockquote><p><i>Why? Because auto manufacturers are confusing vehicle architecture symmetries \u2013 the use of fewer, common platforms for global manufacturing efficiency \u2013 with a delusional push for the commonality of brand image wrangling. They think a common message will save money. And, guess what? It rarely, if ever, works. Instead they spend more money unwinding campaigns that fall flat in regions around the world because they didn\u2019t translate with the needed impact.<Br><Br>Now we have BMW marketers in Germany deciding that \u201cDesigned For Driving Pleasure\u201d will be the new global ad theme for the brand, completely ignoring markets around the rest of the world, especially here in the USA where \u201cThe Ultimate Driving Machine\u201d resonates with authority still. (I fully expect the powers that be at BMW to say that this new ad campaign will not replace \u201cThe Ultimate Driving Machine\u201d in this country. But their credibility is more than a little suspect when it comes to such things.)<\/i><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Peter DeLorenzo: Why? Because auto manufacturers are confusing vehicle architecture symmetries \u2013 the use of fewer, common platforms for global manufacturing efficiency \u2013 with a delusional push for the commonality of brand image wrangling. They think a common message will save money. And, guess what? It rarely, if ever, works. Instead they spend more money [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts\/4997"}],"collection":[{"href":"https:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4997"}],"version-history":[{"count":0,"href":"https:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts\/4997\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4997"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4997"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4997"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}