Here’s a quote from today’s New York Times by Sony Electronics new SVP of advertising “Sony’s consumer research showed that consumers had great passion for Sony but that the brand was not making an emotional connection.”
Could we please, please stop confusing passion for a brand with commitment? People love Sony because of amazing design and quality. Sony ads need to convey that design and quality and do so without getting in the way. But to listen to BBDO’s David Lubars it’s all about the ads. Said Lubars, “They make products that delight people, that are fun and entertaining, and their communications should reflect that humanness.” (I’m sure Mr. Lubars said a lot more this, but that’s all that was reported.) The Times reporter embellished, “The humorous quality of the ads was meant to make the brand feel accessible.”
Passion and “feel good” are byproducts of advertising — related to tone. Commitment to purchase is what agencies need to work on. Commitment to purchase and repurchase are the rational things people conger up when being passionate. Demonstrations of product superiority and difference are the way to that grail.