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> You want to sell a da Vinci? Well then you have to make private meetings with potential clients, and, you have to create ads that sell it as iconic. That’s s
by kristianc 8y ago
> You want to sell a da Vinci? Well then you have to make private meetings with potential clients, and, you have to create ads that sell it as iconic.
That’s sales, not marketing. You wouldn’t bother to create ads for a Da Vinci, as the pool of people with the means to buy one is so small and the process of buying one is so convoluted. See also jet engines.
> You want to make people buy your brand of beer? Well you have to sell the story of it being generally accepted as a high quality brand.
The article is contesting that what you actually need is to make people aware of your brand at the moment they are about to consume one. The brand associations matter in this on some level, but are tangential. Stella Artois has completely different brand connotations in the US to the UK and EU for instance.
- yellowcherry 8y agoAs the article explains, they did make ads for the Da Vinci. Several, in fact. To make it "iconic", they built up the brand. The ad that's just looking at people looking at it is brilliant, really a work of art on its own. https://www.youtube.com/watch?v=jsEAJkTP0-M https://www.youtube.com/watch?v=jsEAJkTP0-M The effort that went into selling that painting is one of the more fascinating stories of the last year.
- mcguire 8y agoSpecifically, "Before Christie’s sold Leonardo da Vinci’s Salvator Mundi in 2017, it staged high-profile public exhibitions of the painting around the world, and made an expensively produced video to showcase it – in effect, an ad. On the face of it, all this activity was a flagrant waste of money: almost nobody who consumes the marketing for a da Vinci is in the market for it. Christie’s salespeople knew all the potential buyers personally. They can, and did, visit them in the privacy of their penthouses. "Yet Christie’s realised that those buyers would pay an extra few million for the privilege of owning a painting that was “iconic”. This isn’t some quirk of billionaire art collectors; it’s human nature. We value things more highly when we know that others value them."
- deleted 8y ago[deleted]
- jessaustin 8y agoWhat are those connotations? As someone who has had the misfortune of drinking Stella, I speculate that Europeans challenged themselves to make something even nastier than Budweiser, and they succeeded.
- cauthon 8y agoStella has a higher end reputation in the States, vs what I believe to be a Budweiser type reputation in Europe. Similar to the disconnect between PBR's marketing in the US and Asia (although PBR is the other way around)
- nolliebs180 8y agoThen I stumbled upon Budweiser in Prague and had a brew from here https://en.wikipedia.org/wiki/Budweiser_Budvar_Brewery https://en.wikipedia.org/wiki/Budweiser_Budvar_Brewery. We were desperate for a real Czech beer and some food, saw that Budweiser logo in the window and were dismayed. Yet the food menu looked good, so we went in, read about the 800+ yr old Budweiser so ordered one. It was a wonderful, dark, malty brew. Loved it! My expectation of Budweiser in Europe is much higher now.
- sokoloff 8y agoCzech Budvar is fantastic. I don’t think it’s broadly available across Europe though. Similarly, Heineken is very much worth trying in the Netherlands. I’d never drink it here in the US.
- pimeys 8y agoIt is very popular and easily available in Europe. In German speaking countries it's called Budweiser and everywhere else in Europe Budvar.