Misguided Marketing Messages: I was at Wren’s Kitchens the other day trying to order a kitchen for our house (I will be doing a post and a video on my experience with Wren at a later date) and saw a banner comparing themselves with Magnet Kitchens.
I laughed out loud when I saw Wren being represented by a whisk and Magnet Kitchens being represented by an egg. The message was “Wren will beat any quote”.
On the face of it, it may appear to be a clever and funny marketing message but upon deeper reflection, I felt that it was quite misguided and frankly of poor taste. While I understand that Wren wants to communicate their willingness to beat any quote out there, the visual representation does not really match the idea.
While a whisk is used to beat eggs, in that equation, eggs are important and are what we consume while a whisk is just a tool and can be replaced with a fork or a spoon etc. By using the whisk and the egg, Wren is unwittingly saying that they are just a tool!
Here is a lesson for marketers for 2016 – reflect on your marketing messages and make sure that funny and clever are secondary to the right kind of message. You have to weight your marketing message on all levels to make sure that your brand integrity is not compromised by it. Time and again you see large brands making these silly mistakes and then paying the price for it.
Your marketing messages should align closely with your core values and your brand pillars. They should also create an overall positive perception of the brand. Being cheeky may not always be the right way to go and being clever in your messages is really like walking on thin ice. The same goes for tagline which often create a negative perception.