|
|
|
|
|
Goodyear, the blimp in the sky? Or Goodyear the accidental innovator? Advertising has its charms, especially if you have managed to appropriate an entire medium as your signature style. Goodyear, for example, has the blimp. It has a relationship of such enduring loyalty with the blimp, that if a blimp it is that you see on the horizon, it's probably Goodyear. You know the blimp, of course... ... that big balloony thing that gets pumped with air and hoisted into the sky for people far and wide across the land to look at, and applause in delight. Wow-the Goodyear blimp. Aint it nice to begin the day with a nice big rubber blubber in the sky? Who wants fluffy round clouds when you can have rubber blubbers? Or is it really rubber at all? That brings us to the actual reason the brand holds top-end space in anybody's mind for reasons beyond the boring: the accidental invention of vulcanised rubber, and the way it revolutionised car tyres and thus road transport. Goodyear gave us the tyres we drive on. The thing about accidents, though, is that they are accidents. There are not planned, and certainly not to deliver specific results. Every time somebody ends up heating something beyond flammable limits, you don't get something that changes the way we live. That being that, it probably makes eminent sense to market Goodyear the way it is---rubber flubbers and all. Yet, and yet, the appeal of Goodyear remains wedded to its antecedents. A good way round this may be to look at the words 'accident' and 'innovator' in an entirely different way---and sell Goodyear as an expert in accident prevention. Speed: not at the cost of safety.
|
|
Issue Contents Write to us Subscription Syndication INDIA TODAY |
INDIA TODAY PLUS © Living Media India Ltd |
 |
