Sunday, 11 July 2010

Hemut Krone. The book.

Not much to say about this book. Rather than quotes I should put scans of his best ads here. And from the amount of post it you can see I will take plenty of scans. Hence, just a couple of quotes from the guy who did VW, Avis and Polaroid:

“Our mission is to sell products. We should not attempt to make advertising.” (Challis, 2004, p.252).

Something interesting on logos “I’ve spent my whole life fighting logos. Logos say I’m an ad. Turn the page.” (Challis, 2004, p.63).

On the Avis strategy: “Hertz had 75% of the rental car market and Avis, just ahead of contenders three on down, held second place with ten to eleven percent.Avis was going to take on Hertz, and polarize the market by differentiating itself from all the other little players” (Challis, 2004, p.112).

And how VW and Avis worked: “In another way, and in a harder style, another American nerve. He’d done it with Koenig in ‘Think small’ and ‘Lemon.’ – challenging two of the fundamental wisdoms of US boosterism. Now he had done it again, on being second.” (Challis, 2004, p.115).

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