Almost nothing is a bigger gamble in advertising than humor. What you think is funny, your husband or wife doesn’t. Or thinks is corny. Or just doesn’t get it.
I guess I can say now that I’ve seen it all. It was a big social step when New York City started giving away millions of condoms every year. But a recent story in the New York Times took things up another notch.
If you need one more sliver of evidence of the value of brand equity, consider Firestone.
The "Avis: We-Try-Harder" campaign has identified the brand for fifty years in a category with no other indelible advertising identity.
In the last fifty years only the postal business has changed as fundamentally as has journalism.