It's no one's Oldsmobile

Earlier this month I attended a seminar in Chicago conducted by Mark Schnurman of Filament Inc. One of Mark’s many great observations centered on the difference between advertising that builds awareness and advertising that moves the numbers (in share or dollars). One example: the “This is not your father’s Oldsmobile” campaign. Memorable? Sure. Did it move the numbers? Not enough to prevent Oldsmobile from going out of business shortly after the campaign ran. To paraphrase Mark, if it’s not your father’s Oldsmobile, and it’s not your Oldsmobile, then it’s no one’s Oldsmobile. And if it doesn’t improve share or dollars, it hasn’t succeeded, even if “awareness” has grown.

More from Rob Walker of Slate.