Wednesday, February 10, 2010
Become one of us by becoming none of us.
When I read Rapaille's section about the PT Cruiser and the code for cars in the United States being Identity I immediately thought of Scion. In their commercials they don't show anything about the performance or specs of the cars. All they show is the potential for customization of the exterior of the car. The Scion brand is all about personalization and showing your identity through the car you drive. Since Toyota, a Japanese company, owns scion I found advertising for the Scion xB in Japan where it's called the Toyota bB.
There are definitely some changes in presentation. The Japanese version shows people enjoying and using the car and doesn't focus solely on the ability to alter the exterior. Toyota created the Scion brand for North America. They created a brand that would align itself with our code, according to the book. Still, I don't know anyone that has customized their scion. What opinions do you all have of the brand and it's advertising? Has it been effective?
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I thought his theory on "not believing what they say" wasvery interesting. If you think about it, most people say what they think people want to hear OR what they've been conditioned to say. For example, the question regarding what it is you really want in a car. How many people would actually say..."I just want something that goes fast and makes me look good."
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