I'm writing this in the middle of final preparations for a couple of clients in advance of tomorrow's opening of the Melbourne International Motor Show.
Walking around the stands, watching brands putting the finishing touches to their displays and reveal moments, you become almost nauseated by the repetition and sameness. And it's not just about how samey everything is this year...it's about how similar this year's offerings are to every other year.
But then you think about the process brands go through in their preparations and you realise why the outputs are always so lacking in imagination and variety...everyone begins by asking the wrong question.
In short, most car brands approach Motor Shows by asking 'what'...what should we do at this year's event. Instead, they should start by asking 'why'...why do Motor Shows exist, why do people attend, and why do we spend so much money doing the same thing?
And, if they really want to start with a 'what', they should at least change the question...what would happen if we didn't do Motor Show at all?
Great post; great point.
The "Whys" most definitely have it.
Posted by: Katie Harris | February 26, 2009 at 10:39 PM
Isn't the first question in their motorshow process 'should we use blonde or brunette models?'
Posted by: Ian | February 27, 2009 at 02:16 PM