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TUESDAY, APRIL 25, 2006
VW Uses “Double Marketing” to Position Brand
For anyone who has ever sat in a marketing strategy session, inevitably the discussion usually comes down to dueling product/service benefits. Does it taste great? Is it less filling? I suspect it was a creative impass that led Miller to come up with what is probably the most famous dueling benefit campaign ever created. But too often marketers try to cram too many be nefits into their marketing campaigns, with far less effectiveness. They want to do an unbranded viral video to build buzz, but still have coupons for their product. They want to cater their product to 18-24 year old males, but not forget about their almost equally important target audience of the suburban stay-at-home mom. Oh, and there has to be a hispanic component, by the way. Sound familiar? As any marketing strategist will tell you, ultimately the solution we all seek is to hone in on the one thing that makes a product or service different, unique and necessary. The core insight. Phil Dusenberry wrote a great book on the power of this insight and how it has driven him his entire career. But what if its not one thing? What if choosing one thing means you have to ignore markets you dont want to ignore? Maybe its time to try Double Marketing.
Double Marketing is NOT stuffing multiple messages into one campaign. Its running multiple campaigns on different messages concurrently. Coke was the only company that typically tried this, because of their huge marketing budget – by engaging different ad agencies and pitting them against each other. Many times they would run different ad campaigns at exactly the same time. This is close to Double Marketing, but the campaigns didnt really work together. Contrast this with the approach created by the smart team at CP+B when they took over the Volkswagen