A reader really didn't like my thoughts about USA Today's new advertising slogan ("We're all in this together"), which I compared to a lifeboat captain's plea for calm. "What would be your marketing approach?" the reader asks, in a comment. "Instead of being sarcastic about their new slogan, offer up your own? What would be your strategy? Tell us . . . we're all so interested."My response: I prefer one of the older slogans, "An economy of words, a wealth of information." Plus, as a Gannett Blog reader points out, the new slogan isn't exactly original; it's the title of a Disney High School Musical song:
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[Image: Lifeboat, the 1944 Alfred Hitchcock thriller, Netflix]
"USA TODAY: We're not marketers, obviously"
ReplyDeleteA few years ago, USA Today Publisher Craig Moon fired the VP of Marketing and hired four vice presidents to fill the void. To my understanding, two of them have quit and were not replaced. One of the remaining VPs was promoted to become the overall head of marketing. The other remaining VP is still toiling in obscurity. I have to wonder if all of this was done just to come up with "We're all in this together?" If, after all these years, this is the best plan the new braintrust can come up with (hiring a tired advertising firm that is short on original ideas), then why did Moon bother in the first place? I assume he reads this blog. If so, I ask that he share his strategy for marketing the USA Today brand by responding to this post.
ReplyDelete"USA TODAY: We're not the Titanic, we're sinking faster."
ReplyDelete