A new company selling a variety of energy drinks has studied the case

QUESTION

A new company selling a variety of energy drinks has studied the case of Apple’s “true believers.”

The company decided to design its marketing campaign to convince customers that buying its energy drinks will make them independent and innovative. It expects to convince a sizeable percentage of the market, who will then promote the company’s interests. Which of the following is the strongest criticism of the company’s plan?
A) Marketing has no ability to influence the meaning that customers attach to products.
B) Independence and innovativeness are qualities that apply in the technology market but not other markets.
C) Apple’s true believers are unlikely to demonstrate the same loyalty to the company’s energy drinks.
D) Marketing alone will not determine the meaning of a brand.
E) The most promising market segments for media technology are different than those for energy drinks.

ANSWER

Answer: D
Explanation: D) The new company wants to get the same results that Apple gets with its true believers. This isn’t a ridiculous approach, but there is something missing: You can’t simply tell people that your energy drink will make them independent and innovative and then expect them to devote their lives to your brand. There needs to be something behind your campaign that supports your positioning. Choice D points out this problem using other words. Choice A goes too far. Marketing can influence the meaning that customers attach to products, but it cannot do this if the product’s actual performance undermines the marketing message. Choice B: The problem here isn’t the choice of qualities; it’s the lack of evidence behind the claims. Choices C and E miss the point. The company isn’t trying to lure Apple’s customers. It’s the loyalty that they are trying to reproduce.