Saturday, November 3, 2007

Advertising needs more orginality and less copycatting

It is said imitation is the sincerest form of flattery.

It is also a sign of lack of originality and creativity.

A Hitachi banner at The Economist's website invites readers to learn how Hitachi has helped light up the small town of Bandon Oregon as a 'real world' illustration of its product benefit and brand reach.

If this sounds familiar, rewind about a year ago when Nikon launched the very same initiative in Georgetown South Carolina. Dubbing it Picturetown USA, it aimed to showcase how the ordinary lives of its town folk were transformed by the picture taking qualities of Nikon cameras.

Surely Hitachi could have taken a more distinctive and brand differentiating route?

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