of course creative is much more difficult for the spreadsheet crew to quantify, but just like the first time i heard this logic i thought, "they are being congratulated for NOTdoing stupid stuff??" wtf. and then it happens again today!!
i have no beef with marketing as an idea, but you can't throw a rock without hitting ridiculous, stupid, unimaginative or condescending "ideas" by bean-counting excel jockeys. i'm very tired of being insulted by junk like this. why not avoid the waste in the first place??
so tonight i'm digging through a paper nytimes from the 19th of march when i come upon an article on the new "station wagons" that have appeared at recent auto shows. reactions from a fear that the SUV market is running out of gas, these new wagons are all hybrid'ed out - not quite a car, not quite a minivan, not really an SUV, but rated like a light truck, maybe having two rows of "captain's chairs" and then a bench seat. with the article is an image of chrysler's pacifica and the caption reads: "a concept version of the chrysler pacifica, which has the looks of a station wagon, power of a small S.U.V. and the comforts of a luxury sedan."
(note the description that sounds exactly like the way most music is casually descibed today. must be something to do with products, is there simply NO WAY to describe anything anymore except as a list of references/ingredients?)
so within the article i get these gems:
" 'Station wagon' has a negative connotation," said Christopher Cedergren, an industry analyst with Nextrend Inc. of Thousand Oaks...DaimlerChrysler has called them 'sport tourers.' They are also being called "tall wagons," "luxury crossover vehicles," "sport utility wagons," or "sport wagons."
wait, what did you just say?
"We refer to this as a luxury crossover," said Kelly Cusinato, a spokeswoman for Cadillac. "It's not a wagon." Ford is developing its own entry, tentatively called the Crosstrainer, after the athletic shoe - "running shoes that do more than one job for multiple purposes," said Dan Bedore, a Ford spokesman, The company is trying to convey that the Crosstrainer is more versitle than, say, the Taurus station wagon. "It's for those people who are sedan or wagon people and not interested in, or ready to plunge into, the full-blown S.U.V.," Mr. Bedore added, "It does it all in a more fuel-efficient package."
i hope to Odin they call it the crosstrainer. stupid bean-counters.
good bean counters? yes, got my taxes done today. dude crunched the numbers, e-filed, the paperwerk is already boxed up in the garage.

