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20070108 Monday January 08, 2007

Never name your business what it's trying to be

One of the restaurants in the hotel I'm in tonight is describing itself in an advert as 'young, modern and trendy'.

I haven't done any formal marketing training, but surely one of the primary rules is not to use advertising to describe directly either your product, your business or your project as what you want people to perceive it as being.

As soon as a product calls itself 'the best', 'cool', 'trendy' or suchlike, consumers (or this consumer at least) instantly assume it is anything but.

( Jan 08 2007, 12:44:38 AM GST ) Permalink Comments [1]

Comments:

"Trendy" means the marketing/promotion was probably written by an Indian copywriter, since the word is no longer in vogue in western English but is popular and seemingly still fashionable in Indian, as evidenced by magazines such as "Young and Trendy". "Trendy" is a bit like "groovy" - a kind of semantic paradox, where the word itself is the opposite of what it means. Eg the word "groovy", which supposedly means "cool", is actually excruciatingly uncool. And whoever the copyrwiter was, they shooting for using a lame word like "modern". "Young" I just find insulting and dated as a marketing concept (even though I probably still - just! - classify as "young"). Even overused words like "vibrant" and "stylish" would be somehow more palatable.

Posted by secretdubai on January 10, 2007 at 02:31 AM GST #

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