I’ve been doing a series of blogs about brands that make me scoff – that is, brands that are incredulous.
Usually this incredibility comes from specific ad campaigns rather than from a brand platform. How do I know? Because they’re vacuous.
Strong brands are built upon core values. They’re differentiated from competitors based on attributes the brands actually possess. Thus, believability and credibility are inherent in the brands themselves.
But let the ad agency “creatives” begin writing taglines and headlines as they interpret that platform and the research that accompanies it and the ideas get skewed and exaggerated.
Take today’s example, for instance.
Subaru’s newest TV ads depict folks, one after another, “lovingly” caring for their Subarus. The payoff is this insipid tagline: “Love: It’s what makes Subaru a Subaru”
It’s a distortion. I’m sure Subaru research says that a certain percentage of their customers say they “love” their Subarus. That’s fine. But from there to the idea that love makes Subarus is a giant step.
I’d also suggest that the slogan does not differentiate Subaru from its competitors, nor does it resonate with car buyers who may admit to loving their vehicles but don’t switch to another make because Subaru says their cars are made from love.
No, Subaru was sold a bill of goods. Their agency short-changed them.
It’s a campaign and a brand without substance.