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Maxidor tv advert does them an injustice
By admin | August 21, 2008
It looks as if security gate provider, Maxidor’s, latest television advert where they make an offer to replace any of their products that has been broken through, is coming back to bite them badly. This is a good example of how focusing on a ‘negative feature’ can damage a brand.
Have a look at this in comparison to Trellidor’s great branding. Trellidor’s website is well structured to assist the viewer to do business with them; they have educational articles; a good publicity campaign, and have made an effort to assist the community. I also think that their television advert (see this page for a link to this advert) is particularly good.
The Maxidor advert sets itself up for abuse. It immediately negates the concept of a ’secure’ barricade in any viewers mind. And then it proceeds to link the very negative idea of a failing security barrier with THEIR product name. So the overall effect that the audience gets is that it is Maxidor products specifically that are “unsafe”.
Maxidor is immediately setting themselves up for failure! After all, who wants to buy a product that the manufacturer is happily telling everyone could well fail to do the very job that it was bought for.
The worst thing about this is that Maxidor may well be the best security barrier of its type on the market. It could be the strongest, most well manufactured, and have the fewest breaches of any of the similar products available. But it doesn’t matter because that darn tv ad has made sure that the public now connects the idea of broken security doors with the Trellidor name.
And they didn’t need to do this. While it may be taken by the general public that a security door / window barrier may well fail if a thief has enough time and the tools to do the job, the fact doesn’t need to be put in pride of place in the potential buyers mind by being flaunted on prime-time television.
Maxidor needs to pull this ad - now!
Topics: Branding, Television |
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