"They always say time changes things, but you actually have to change them yourself." - Andy Warhol
Are Companies Literally Driving Consumers Away From Their Brand?
David Korobkin | Sunday July 19th 2009
For many years, I commuted 76-freeway miles every workday, which is not unusual in Southern California.
I have always wondered why drivers of vehicles displaying their company’s brand, are not trained to be considerate drivers. I suspect that the rationale for branding their vehicles is that it is free advertising. However, free sometimes has a significant cost.
I can’t tell you how many times I have been cutoff, or not given common courtesies by drivers of vehicles splattered with company or product logos. I often coach client’s employees about the reason for and the use of their new “brand-voice.” According to Michael Eisner, a brand is made up of thousands of little gestures.
I received one of those thousands of little gestures when a van next to me, with a large product logo on the side, veered into my lane and caused me to slam on the brakes. I honked my horn at the driver of the van and he rolled down his window and gave me a gesture. His gesture was to stick his hand out and raise one finger. I wonder how many people saw that gesture and the van’s logos. I have never bought that product again.
Is it a risky tactic to brand company vehicles, when you cannot ensure the courteous “brand-driving” and the behavior of your “ambassadors of good-will” at the wheel?
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Ken says
There are times when I note that a car has a moron for a driver and that car has a magnetic sticker on the side with someone’s logo on it. More often than not, the sticker is for a local business. There has never been a time where I might have even needed XXXXXX business – but you can bet if I did, I wouldn’t be using their service.
I don’t recall seeing a vehicle in corporate colors driving as described in the blog… but if I did – it would surely hurt my image of that company in my eyes.
24 Jul 2009
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06 Aug 2009
David Korobkin says
Zashkaser,
You offer sounds interesting.
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If this does not provide you with the information you need, please contact me, using the contact info at the bottom of this page and explain your proposal in greater depth.
Thank you for your interest.
David
06 Aug 2009
Sdanektir says
Great post! Just wanted to let you know you have a new subscriber- me!
06 Aug 2009
David Korobkin says
Thank You Sdanektir,
I appreciate your support. Now that you are subscribing to this post, please drive with consideration so you don’t damage my brand to my marketplace with your inconsiderate driving.
Best,
David
07 Aug 2009
dimagromovfoto says
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16 Aug 2009