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Strategies for a discontinuous future.












Saturday, September 27, 2003
 


In another case of cheesy celeb marketing, Fran Drescher to be star of Old Navy ad campaign. See the posts below for why this kind of marketing is not strategic, but stupid.

In fact, may be more than stupid - not just wasteful, but harmful - by slowly turning off your audience as you join the masses of firms with undifferentiated, decaying strategies which aren't aligned with the resources you possess.

What does Fran Drescher have to do with Old Navy? Nothing. Oh wait - I forgot. These are the guys that think the consumer is a moron.

Lesson: hiring has-been celebs to hawk rapidly commoditizing products does not equal marketing. In fact, it's usually a great way to waste strategic resources - in this case, Old Navy's differentiated brand.

-- umair // 8:37 PM //


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