The best parts of MG Rover were sold off long ago when BMW retained the Mini brand and design, and, later, Ford kept the Land Rover series of SUVs. The interest in MG Rover focused on two issues related to marketing: production (engine technology) and inventory (thousands of unsold MG Rovers sit in storage).
However, another marketing topic may have driven the bidding for MG Rover. MG, or MidGets as they were known in the U.S., sold small convertibles in the 1950s, 1960s, and 1970s. Poor reliability, tighter emission and safety standards, and stiffer competition forced English brands, MG and Triumph, and the Italian brand, Fiat, off the American road. All three brands competed in the same segment of the market now dominated by Mazda’s Miata convertible.
More Americans recognize the MG brand compared to the number of Americans who recognize Najing Automobile or Shanghai Automotive Corp. It should be far cheaper for a Chinese automobile company to launch a product destined for the U.S. with the MG brand than starting from scratch.
What would it take to revive a dead brand? Is it possible? What kinds of resources need to be committed? Indian Motorcycle could not be resurrected like so much Jason, Michael Myers, or Freddie. The market that existed for the original MG line of convertibles has been taken over by competitors with far greater resources.
Where does this leave Najing and its tarnished and musty MG brand?
For those wondering the
value of a brand, Interbrand posted its 2005 list, which is
linked here.
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Notice the comment from Stihl's promotions manager who refered to dog owners as passionate. I think a different phrase would fit better.
Have we reached a saturation point with promotional activities? Stihl's logic for sponsoring a dog is interesting, however. I am not sure I see a connection.
When Paine Webber sponsors a golf tournament, the overlap between the two circles in the Venn diagram should be sizable. Do dog owners need weed whackers, blowers, or tillers more than people who watch NASCAR or lumberjack competition?
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In answer to CNN’s question, it is neither. Rather, this is another example of the culture jamming phenomena. Ryan Watkins-Hughes’ web site (
linked here) confirms this answer.
The earliest example of culture jamming I can think of is the “Kilroy was here” message and logo that was placed on World War II ships, but that may not fit the current concept. In this incarnation, consumers attempt to block or distort a message. Auburn football players taped over the Nike swoosh on their shoes.
At a conference, Amanda of consumer cynicism fame noticed the elevator had a television that showed a CNN loop. Later that day, Amanda got on the elevator and saw that someone had placed sticky notes over the television monitor to prevent riders from receiving the message. Still later, Amanda took the same elevator and found that another rider had created a hole in the sticky notes in order to watch CNN. This is culture jamming.
Remember ripped jeans? Hand painted Chuck Connors? These are all examples of trends that started off as culture jamming. Now, Converse will let you design your own shows (
linked here. This effort shares as much in common with the original intent as reality television shares reality.
When marketers use culture jamming tactics, it is called viral marketing. Notice both trends, culture jamming and viral marketing, are inter-related. As one becomes popular, so does the other.
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