Monday, March 27, 2006

Death By Branding

Paul Dana was killed in practice for this past weekend's IndyCar race in Miami. Now, you know what a big motorsports fan I am, but what does that have to do with marketing or advertising?

Quite a bit, actually.

Here's why...Paul's death was front page news in Southern Florida this morning, but outside of there, it was pretty small potatoes, if it even made the news elsewhere. Why? Because the IRL's IndyCar series has a terrible brand. Check that, they don't have a brand at all.

For comparison, when I say NASCAR, what do you think of? More likely than not, you see a bunch of stock cars covered in stickers, loud & fast. American style racing. They've built it to be something big & special. It's a specific vision in your mind.

The IRL has no such brand. And that's why very few people will truly know about Paul & what he was about.

In your business world, are you NASCAR or are you the IRL?

Rest in peace, Paul.


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