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Now repeat after me…

September 25, 2009


There’s a saying: say something often enough and it will become true. Do you believe it?

I’m talking about all the Brand X’s out there that keep repeating “I’m the biggest, I’m the best.”

You’re reminded of it by banners & billboards, radio & tv ads repeated over and over again. Hip hoppers, seeing a good thing, are jumping on board too. You haven’t heard it? I’m the lyrical gangsta, can’t touch me, I got da power – sound familiar? Words like that repeated over and over again in their tracks, to remind listeners and competing rappers as to who’s da boss.

From simple market tests, yes there is traction. If your mind is distracted or preoccupied with other things, you are more likely to let the market decide what you should buy. You’ll respond to messages like, “We are the biggest brand this side of the border.” Safety in numbers.

Depending on the product and demography, as many as 7 in 10 will fall in this category. That’s why as an advertising tactic, “say it often enough” has never gone out of style.

And how quickly fortunes reverse depending on reputation or client experience.

Notice how many “top” brands are seeing their customers turn on them in blogs and forums after these brands fail them.

Whats funnier is to see these brands trying their best to keep marching forward with “We’re the best!” banners held high in the face of rotten eggs and tomatoes thrown at them, then to suddenly drop out of sight as if they had marched straight onto termite-infested floorboards. I can think of a few software has-beens that met this fate.

So yes, say it often enough will buy you awareness but while simple brand awareness may have been enough to make you rich years ago, things have changed. More choices, the internet and a tighter wallet makes for a more critical mind. More critical minds make for a tougher sell.

2 Comments leave one →
  1. September 25, 2009 5:39 pm

    …and alvin will go ..

    “i am a celeb blogger , i am a celeb blogger , i am a celeb blogger”


    This post reminds me of my old Counter Strike clan when i was young ..
    “Mess with the best , die like the rest” ROFL .

    You did counter strike? Haha, maybe you were that dude I completely trashed some years back. Can’t remember his nick but he was from Malaysia. 😀

  2. September 26, 2009 1:00 am

    eh…when did i become celeb blogger? o_O

    well this is the same with reviews. we have too many choices nowadays and most people are lazy to decide for themselves…so they rely on reviews and things like “we are the best” or “we have sold 1 million copy of the software”. the lazy people will then think ….whoa…1 million, it should be good!

    but they wont know until they themselves have tested it

    That reminds me, everytime someone wrote a review about a Microsoft product in my college website he gets trash in his comments box, haha. That’s one brand where “I’m the best” didn’t quite work. 🙂

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