Comments on: Andy Sernovitz On Being A Green Marketing Wannabe http://www.brandidentityguru.com/wordpress/2008/10/02/andy-sernovitz-on-being-a-green-marketing-wannabe/ Branding Opinions From Our Fearless Leader - Scott White Tue, 03 Jan 2012 05:40:07 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Joi http://www.brandidentityguru.com/wordpress/2008/10/02/andy-sernovitz-on-being-a-green-marketing-wannabe/comment-page-1/#comment-3586 Joi Thu, 02 Oct 2008 17:26:27 +0000 http://www.brandidentityguru.com/wordpress/?p=953#comment-3586 Funny....the only ones who collect those jelly jars are 8 year old kids. So if that's your customer, great--that plan seems to have worked ok to sell Happy Meals. If you're trying to sell to adults, you gotta have something with actual content. Funny….the only ones who collect those jelly jars are 8 year old kids. So if that’s your customer, great–that plan seems to have worked ok to sell Happy Meals.

If you’re trying to sell to adults, you gotta have something with actual content.

]]> By: BIG Kahuna http://www.brandidentityguru.com/wordpress/2008/10/02/andy-sernovitz-on-being-a-green-marketing-wannabe/comment-page-1/#comment-3584 BIG Kahuna Thu, 02 Oct 2008 15:18:49 +0000 http://www.brandidentityguru.com/wordpress/?p=953#comment-3584 Yes Joi, my point exactly. You've hit the nail on the head. What concerns me is that a lot of people will take Andy's advice and actually run with it. Scary... Yes Joi, my point exactly. You’ve hit the nail on the head. What concerns me is that a lot of people will take Andy’s advice and actually run with it. Scary…

]]> By: Joi http://www.brandidentityguru.com/wordpress/2008/10/02/andy-sernovitz-on-being-a-green-marketing-wannabe/comment-page-1/#comment-3583 Joi Thu, 02 Oct 2008 15:07:35 +0000 http://www.brandidentityguru.com/wordpress/?p=953#comment-3583 I'm pretty sure collectability doesn't equal brand loyalty, not even for a limited time. For instance, if TV Guide were to release several different Iron Man covers, I might consider buying all of them. But with that final purchase, I would go right back to not caring a bit about TV Guide. Unless I've misunderstood it, brand loyalty is what Moleskine has created for me. I use Moleskine sketchbooks, and refuse to use anything else. I always have an extra Moleskine on hand, I give them to friends and family, and recommend them any chance I get. If Strathmore suddenly decided to make a line of collectible sketchbooks, I wouldn't care. I'm not trading the quality of my Moleskine for a gimmick, even if it looks cool. I’m pretty sure collectability doesn’t equal brand loyalty, not even for a limited time. For instance, if TV Guide were to release several different Iron Man covers, I might consider buying all of them. But with that final purchase, I would go right back to not caring a bit about TV Guide.
Unless I’ve misunderstood it, brand loyalty is what Moleskine has created for me. I use Moleskine sketchbooks, and refuse to use anything else. I always have an extra Moleskine on hand, I give them to friends and family, and recommend them any chance I get. If Strathmore suddenly decided to make a line of collectible sketchbooks, I wouldn’t care. I’m not trading the quality of my Moleskine for a gimmick, even if it looks cool.

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