Housekeeping: The Joy of Branding

Robert Farago
by Robert Farago

It’s one thing to pay lip service to a brand. It’s another to be it’s slave. I’ve got no problem wearing that yoke. As Bob Dylan opined during his Jews for Jesus phase, you gotta serve somebody. So when I put the idea of a GM and Chrysler boycott to TTAC’s Best and Brightest, I was ready, willing and able to receive blowback. I may have invented this brand, but you, dear readers, own it. As the “are you out of your fucking mind” comments piled up (preserved for posterity), I was overwhelmed by your passion, logic and common sense. Clearly, a GM/Chrysler boycott is/was/would be a big mistake: a brand extension that would weaken TTAC’s core remit. And we can’t have that. So I have abandoned the idea. I apologize for going off the deep end, and thank you for resetting my moral and marketing compass. And yes, there will be more car stuff. In fact, I’m going to test a brace of Lexus SUVs later today, Or maybe the IS-F, just to remind myself that a good brand takes joy in what it does best, and leaves the rest of the market to itself.

Robert Farago
Robert Farago

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  • Mtypex Mtypex on Jan 04, 2009

    Good, TTAC goes on.

  • Mullholland Mullholland on Jan 04, 2009

    Robert: No apology needed. In fact, I'd move ahead with the whole boycott idea immediately. If you don't, it will be the one time TTAC follows actual sentiment in the market instead of, as you most assuredly and often do, lead it. America has already started it's boycott of GM and Chrysler (For GM the love affair has been on the rocks since at least 1975. That's the year my dear grandfather proud owner of 40 or so years of Chevrolets purchased a new Toyota Celica GT. Even as a still-wet-behind-the-ears 20 year old, I knew then that there was big trouble ahead for the Big 3.)

  • AnalogKid AnalogKid on Jan 04, 2009

    @willman, I have no problem if RF wants to put it all back up, but he is under no obligation to do so. Nor is he obligated to preserve every comment to every post. If you want to go back and re-read your posts please save yourself a copy.

  • Ihatetrees Ihatetrees on Jan 04, 2009

    The boycott would have been a distraction. Keep posting on the bailout's slimy financial details, but if people want to buy from welfare Motors, let 'em.

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