Subaru, who make some of the finest 4WDs in the world, have produced some marketing gold: Subaru DC Mountain Lab 1.5. This is basically Will It Blend for cars.
The old revenue generation model was sell product, take out ads, sell more product and then rinse, repeat. But in a world cluttered with terrible advertising, the only thing that will get attention now is to make your product tell an exceptional story. One that people will repeat. And then engage in the conversation that results. Read Seth Godin and Cluetrain. And if you are just starting a company, think hard about what really makes you exceptional. If you come up with nothing, you might want to go back to the drawing board.
Subaru has certainly got the exceptional message right. That video, though I know it is staged and all, is worth talking about. And who thought I would ever blog about a car that I have no intention to buy unless I move to the mountains? Well done, Subaru.
Link to video (somehow I have trouble embedding…).
