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The Persuader
My personal blog, started in 2006. No paid or guest posts, no link sales.
Posts tagged ‘marketing’
01.12.2021
Here are December 2021âs imagesâaides-mĂ©moires, photos of interest, and miscellaneous items. I append to this gallery through the month.
Notes
Roger Moore and Ford Fiesta Mk I, via George Cochrane on Twitter.
More on the Volkswagen Fox in Autocade.
More on the Ford Consul Corsair at Autocade.
The Guardian article excerpt, full story here.
The devil drives Kia? Reposted from Twitter.
Audi maths on an A3, via Richard Porteous on Twitter.
Christmas decoration, via Rob Ritchie on Twitter.
Back to the â70s: Holden Sandman used for Panhead Sandman craft beer promotions.
GeorgiaâPacific panelling promotions, 1968, via Wendy O’Rourke on Twitter.
Ford Cortina Mk II US advertisement via the Car Factoids on Twitter.
Bridal fashion by Luna Novias, recently featured in Lucire.
Deborah Grant in UFO, with the VWâPorsche 914, which would have looked very modern at the time.
Freeze frame from episode 1 of The Champions (1968), with William Gaunt, Stuart Damon and Alexandra Bastedo.
Our rejected greeting card design, with a picture shot at Oriental Parade, Wellington.
Ford Taunus GT brochure spread via the Car Factoids on Twitter.
My Daddy Is a Giant image and UK measures, reposted from Twitter.
Richard Nixon attempts to appeal to younger voters, 1972. Simple, modernist design using Futura Bold.
A 1983 Pontiac Firebird Trans Am advertisement.
Mazda Savanna brochure via George Cochrane on Twitter.
More on the Renault Mégane E-Tech Electric in Autocade.
Lucire issue 44 cover, photographed by Lindsay Adler, layout by me.
Tags: 1960s, 1963, 1968, 1969, 1970, 1970s, 1971, 1972, 1980s, 1983, 1988, 2000s, 2006, 2021, actor, actress, advertising, Aotearoa, Audi, book, Brazil, car, celebrity, Christmas, COVID-19, design, election, electric cars, fashion, fashion magazine, film, Ford, GeorgiaâPacific, GM, graphic design, Holden, humour, ITC, Japan, JY&A Media, Kia, Lindsay Adler, Lucire, magazine, marketing, Mazda, media, modernism, New Zealand, newspaper, Norway, photography, politics, Pontiac, Porsche, Renault, Roger Moore, The Guardian, TV, Twitter, typography, UK, USA, Volkswagen, Wellington, Whanganui-a-Tara Posted in cars, culture, design, gallery, humour, interests, media, New Zealand, politics, publishing, TV, typography, UK, USA, Wellington | No Comments »
28.11.2021

Digital art by David MacGregor
I hope the media will say more because David MacGregor had packed so much into his 50-something years on this planet. Here is my tribute on Lucire. Not everyone can claim to have discovered Rachel Hunter, created the Family Health Diary TV commercial format (and others), founded the first online men’s lifestyle magazine in New Zealand (Emale, or to give it its official form, eMALE), conceived and co-founded Idealog, and won a heap of advertising, marketing, and magazine publishing awards in the process. A brilliant man who never stopped creating.
Tags: 2021, advertising, Aotearoa, Auckland, friends, friendship, marketing, New Zealand, publishing, TÄmaki Makaurau, TV Posted in business, internet, leadership, marketing, media, New Zealand, publishing, technology, TV | No Comments »
21.10.2021

Shared on my social media on the day, but I had been waiting for an opportunity to note this on my blog.
It was an honour last week to guest on Leonard Kimâs Grow Your Influence Tree, his internet talk show on VoiceAmerica. Leonard knows plenty about marketing and branding, so I thought it might be fun to give his listeners a slightly different perspectiveânamely through publishing. And since I know his listenersâ usual topics, I didnât stray too far from marketing.
We discuss the decrease in CPM rates online; the importance of long-form features to magazines (and magazine websites) and how that evolution came about; how search engines have become worse at search (while promoting novelty; on this note Iâve seen Qwant do very well on accuracy); how great articles can establish trust in a brand and falling in love with the content you consume (paraphrasing Leonardâs words here); Lucireâs approach to global coverage and how that differs to other titlesâ; the need to have global coverage and how that potentially unites people, rather than divide them; how long-form articles are good for your bottom line; how stories work in terms of brand-building; how Google News favours corporate and mainstream sources; and the perks of the job.
This was a great hour, and it was just such a pleasure to talk to someone who is at the same level as me to begin with, and who has a ready-made audience that doesnât need the basics explained to them. It didnât take long for Leonard and me to get into these topics and keep the discussion at a much higher level than what I would find if it was a general-audience show. Thank you, Leonard!
Listen to my guest spot on Leonardâs show here, and check out his website and his Twitter (which is how we originally connected). And tune in every Thursday 1 p.m. Pacific time on the VoiceAmerica Influencers channel for more episodes with his other guests!
Tags: 2021, branding, California, Google, internet, interview, Jack Yan, Leonard Kim, Lucire, marketing, media, radio, Twitter, USA, VoiceAmerica Posted in branding, business, internet, marketing, media, New Zealand, publishing, technology, USA | No Comments »
01.10.2021
Here are October 2021âs imagesâaides-mĂ©moires, photos of interest, and miscellaneous items. I append to this gallery through the month. Might have to be our Instagram replacement!
Notes
Chrysler’s finest? The 300M rates as one of my favourites.
The original cast of Hustle, one of my favourite 2000s series.
Boris Johnson ‘wage growth’ quotationâwhat matters to a eugenicist isn’t human life, after all. Reposted from Twitter.
For our wonderful niece Esme, a Lego airport set. It is an uncle and aunt’s duty to get decent Lego. My parents got me a great set (Lego 40) when I was six, so getting one at four is a real treat!
Publicity still of Barbara Bach in The Spy Who Loved Me. Reposted from Twitter.
Koala reposted from Twitter.
Photostat of an advertisement in a 1989 issue of the London Review of Books, which my friend Philip’s father lent me. I copied a bunch of pages for some homework. I have since reused a lot of the backs of those pages, but for some reason this 1989 layout intrigued me. It’s very period.
Fiat brochure for Belgium, 1970, with the 128 taking pride of place, and looking far more modern than lesser models in the range.
John Lewis Christmas 2016 parody ad still, reposted from Twitter.
More on the Triumph Mk II at Autocade. Reposted from Car Brochure Addict on Twitter.
The origins of the Lucire trade mark, as told to Amanda’s cousin in an email.
More on the Kenmeri Nissan Skyline at Autocade.
Renault Talisman interior and exterior for the facelifted model.
The original 1971 Lamborghini Countach LP500 by Bertone show car. Read more in Lucire.
More on the Audi A2 in Autocade.
Tags: 1960s, 1967, 1970, 1970s, 1971, 1977, 1980s, 1989, 2000, 2000s, 2014, 2016, 2019, 2020, 2021, actors, actress, advertisement, advertising, Alarm fĂŒr Cobra 11: die Autobahnpolizei, Audi, Audrey Hepburn, Australia, Autocade, BBC, Belgium, Bertone, Boris Johnson, British Leyland, car, celebrity, China, Chrysler, COVID-19, design, email, England, Eon Productions, family, Fiat, film, friends, futurism, GenĂšve, Germany, graphic design, high-tech, Hong Kong, humour, Hustle, Italy, James Bond, JY&A Media, Lamborghini, law, Lego, London Review of Books, Lucire, Marcello Gandini, marketing, media, Nissan, parody, politics, Red China, Renault, retro, RTL, science fiction, Scotland, Switzerland, technology, toy, trade mark, Triumph, TV, Twitter, typography, UK, USA, Volkswagen Posted in cars, China, culture, design, gallery, Hong Kong, humour, interests, marketing, media, politics, TV, UK, USA | No Comments »
27.09.2021
Didnât I already say this?

Contextual targeting worked for so long on the web, although for some time Iâve noticed ads not displaying on sites where Iâve blocked trackers or had third-party cookies turned off. That means there are ad networks that would rather do their clients, publishers and themselves out of income when they canât track. Whereâs the wisdom in that?
I canât believe it took Appleâs change in favour of privacy for the online advertising mob to take notice.
This is how I expect it to work (and itâs a real screenshot from Autocade).

Tags: 2021, advertising, Autocade, IAB, internet, JY&A Media, marketing, online, online advertising, publishing, World Wide Web Posted in business, internet, marketing, media, publishing, technology, USA | No Comments »
13.09.2021

Ford’s Brazilian line-up, 2021. Once upon a time, there were locally developed Corcels and Mavericks; even the EcoSport was a Brazilian development. Today, it’s Mustang, a couple of trucks, and a rebadged Chinese crossover.
We heard a lot about the demise of Holden as GM retreats from continents at a time, seemingly in a quest to be a Sino-American player rather than a global one. Weâve heard less about Ford shrinking as well, though the phenomenon is similar.
Fordâs Brazilian range is now the Mustang, Ranger, Territory (which is fundamentally a badge-engineered Yusheng S330 from China with a Fordized interior), and Bronco. Itâs beating a retreat from Brazil, at the cost of tens of thousands of jobs (its own, plus associated industriesâ) in a country that already has 15 per cent unemployment.
Their reasoning is that electrification and technological change are driving restructuring, which seems plausible, till you realize that in other markets, including Thailand where thereâs still a plant making Fords, the company is fielding essentially trucks, the truck-based Everest, and the Mustang.
Ford warned us that this would be its course of action a few years ago, but now itâs happening, it makes even less sense.
Say itâs all about (eventual) electrification. Youâd want vehicles in your portfolio now that lend themselves to energy efficiency, so that people begin associating your brand with it. Trucks and pony cars donât fit with this long-term. And I still believe that at some point, even before trucks commonly have electric powertrains, someone is going to say, âThese tall bodies with massive frontal areas are using up way more of the juice Iâm paying for. We donât need something this big.â
Letâs say Ford quickly pivots. It sticks a conventional saloon body on the Mustang Mach-E platform (which, letâs be honest, started off as a Focus crossoverâthe product code, CX727, tells us as much) in record time. Would anyone buy it? Probably not before they see what the Asians, who donât abandon segments because they canât be bothered working hard, have in their showrooms. Toyota, Honda, Hyundai, Mazda, and countless Chinese marques, have been building their goodwill in the meantime.
Itâs why two decades ago, I warned against DaimlerChrysler killing off its price-leading brand, Plymouth. You never know when recessionary times come and you want an entry-level brand. Before the decade was out, that time came, and Chrysler didnât have much it could use without diluting its existing brandsâ market perceptions to have some price leaders.
Ford retreating from B- and C-segment family cars, even CD- and E-segment ones, means itâll find it difficult to get back into those markets later on. A good example would be the French, who donât find much success in the large saloon market generally, and would find it very hard to re-enter in a lot of places.
I realize the action isnât in regular passenger cars these days, but the fact that Fiat, Chevrolet and Volkswagen still manage to field broad lines in Brazil suggests that the market still exists and they can still eke out some money from their sales.
Itâs as though the US car firms are giving up, ceding territory. And on this note, Ford has form.
In the 1990s, Fordâs US arm under-marketed the Contour and Mystique Stateside, cars based on the original European Mondeo. I saw precious little advertising for them in US motoring press. As far as I can tell, they wanted to bury it because they didnât like the fact it wasnât developed by them, but by Fordâs German-based team in Köln. âSee, told you those Europeans wouldnât know how to engineer a CD-segment car for the US.â The fiefdom in Dearborn got its own way and later developed the Mazda-based Fusion, while the Europeans did two more generations of Mondeo.
In the 2000s, it decided to flush the goodwill of the Taurus name down the toilet, before then-new CEO Alan Mulally saw what was happening and hurriedly renamed the Five Hundred to Taurus.
It under-marketed the last generation of Falconâyou seldom saw them on forecourtsâand that looked like a pretext for closing the Australian plant (âSee, no one wants big carsâ) even though by this point the Falcon was smaller than the Mondeo in most measures other than overall length, and plenty of people were buying similarly sized rear-wheel-drive saloons over at BMW and Mercedes-Benz.
The Mondeo hybrid has been another model that you barely hear of, even though the Fusion Hybrid, the American version of the car, had been on sale years before.
Think about what they gave up. Here, Ford once owned the taxi market. It doesnât any more as cabbies ultimately wound up in Priuses and Camrys. Had Ford fielded a big hybrid saloon earlier, Toyota might not have made inroads into the taxi market to the same extent. Ford almost seems apologetic for being in segments where others come to, and when challenging the market leaders, doesnât put much effort in any more.
Objectively, I would rather have a Mondeo Hybrid than a Camry, but good luck seeing one in a Ford showroom.
Maybe Fordâs smart to be putting all its resources into growth areas like trucks and crossovers. Puma and Escape have appeal in the B- and C-segment crossover markets in places like New Zealand. Theyâre fairly car-like now, too. But to me thatâs putting all your eggs into one basket. In countries like Brazil and Thailand, where Ford doesnât sell well resolved crossovers in these segments, itâs treading a fine line. I look at the market leadership it once had in cars, in so many places, and in 2021 that looks like a thing of the past. Moreâs the pity.
Tags: 2021, Brazil, business, business strategy, car, car industry, China, electric cars, Ford, history, JMC, marketing, strategy, Thailand, truck, USA, Yusheng Posted in business, cars, China, globalization, marketing, USA | 1 Comment »
02.09.2021
Here are September 2021âs imagesâaides-mĂ©moires, photos of interest, and miscellaneous items. I append to this gallery through the month. It sure beats having a Pinterest.
Sources
The 2016 Dodge Neon sold in México. More at Autocade.
IKCO Peugeot 207. More at Autocade.
Double standards in New Zealand media, reposted from Twitter.
The cover of the novelization of Once Upon a Time in Hollywood. Nice work on the use of Americana, which does take me back to the period, but I’m not convinced by this cut of Italian Old Style. I just don’t remember it being used that much.
Daktariâs Cheryl Miller as the new Dodge model, in her second year, promoting the 1971 Dodge Demon. This was a 1960s idea that was being carried over with minor tweaks into the new decade, and it didn’t work quite as well as the earlier Joan Parker ‘Dodge Fever’ advertisements (also shown here in this gallery).
House Beautiful cover, January 1970, before all the garishness of the decade really hit. This is still a clean, nicely designed cover. I looked at some from the years that followed on House Beautifulâs website, and they never hit this graphic design high mark again.
That’s the Car and Driver cover for my birth month? How disappointing, a Colonnade Chevrolet Monte Carlo.
French typesetting, as posted on the typography.guru forums.
Read books, humorous graphic reposted from Twitter.
My reply in the comments at Business Desk, on why it made more sense for me to have run for mayor in 2010 and 2013 than it would in 2022.
Seven years before its launch, Marcello Gandini had already styled the Innocenti Mini. This is his 1967 proposal at Bertone.
JAC Jiayue A5. More at Autocade.
Phil McCann reporting for the BBC, reposted from Twitter.
Car and Driver February 1970 cover. As a concept, this could still work.
Tags: 1960s, 1967, 1968, 1970, 1970s, 1971, 1972, 1974, 2010s, 2015, 2016, 2019, 2021, actress, Aotearoa, BBC, Bertone, book, Brexit, British Leyland, Business Desk, car, celebrity, Chevrolet, China, Chrysler, Dodge, FCA, Fiat, film, France, GM, graphic design, Hollywood, humour, IKCO, Innocenti, Iran, Italy, JAC, Lamborghini, layout, licensing, magazine, Marcello Gandini, marketing, mayoralty, media, MĂ©xico, modelling, modernism, New Zealand, Peugeot, politics, PSA, publishing, Qatar, racism, retro, Saudi Arabia, Sawahel Aljazeera, Stellantis, technology, The New York Times, Twitter, typography, UK, USA, Wellington, Whanganui-a-Tara Posted in business, cars, China, design, France, gallery, humour, interests, leadership, marketing, media, New Zealand, politics, publishing, technology, typography, UK, USA, Wellington | No Comments »
21.07.2021

Itâs pretty bad that Admiral, which detects whether you are using an ad blocker or not, now advises this with Privacy Badger.
Let me make this very clear: I am not against advertising on websites. I have advertising on our websites.
I am against tracking by people such as Google. And that is all I am blocking: the tracking part. There is a difference.
Frankly, if you need to track in order for your ads to work, then there is something deeply wrong with your model. Youâre actually doing your clients out of exposure.
This goes for the ad networks that work with us, too. If you have Privacy Badger installed and both you and I miss out on ads on our sites, then so be it.
What is so wrong about using the context of the page and delivering ads to suit? Everyone still wins with this model and we donât feel as violated.
So I wonât be disabling Privacy Badger, thanks.
It also means Iâll be happy to charge a premium on advertisers who want to appear on our site because the content is relevantâand because the non-tracked stuff will at least get seen by an engaged public.
Tags: 2020s, 2021, advertising, internet, marketing, privacy, publishing Posted in business, internet, marketing, media, publishing, technology | No Comments »
19.05.2021
Yesterday, I worked remotely, and I donât know what possessed me, but as OneDrive was activated on my laptop, I decided to save a word processing file there, planning to grab it from my desktop machine later in the day.
Normally I would just leave the file where it was and transfer it across the network, which is what I should have stuck with.
Heck, even transferring a file using a USB stick would have been a better idea than OneDrive.
I hadnât signed up to it on my desktop PC. I went through the motions, used the default settings where it said it would back up documents and pictures (while making it clear my files would remain exactly where they were). I grabbed the file I needâthe entire 18 kilobytes of itâand thought nothing more. I deactivated OneDrive as I saw no real use for it any more.
Bad idea, because most of my desktop icons vanished, and my Windows default documentsâ and picturesâ folders were emptied out.
After reactivating OneDrive, I found the lot in the OneDrive folder, and promptly moved them back to their original folders. The desktop filesâthe text files I had on there plus the iconsâI duplicated elsewhere. Ultimately, I made new shortcuts for everythingâthank goodness my laptopâs icon layout is identical to my desktopâsâand restored the three text files from their duplicate directory.
The above took me all of a few minutes to write but in reality I spent an hour fixing thisâsomething that Windows said would not happen.
Chalk it up to experienceâconsider this fair warning to anyone who thinks of using âthe cloudâ.

Also in the âsay one thing, do anotherâ file for yesterday: I attempted to sign in to my Flickr account, which has not been touched since around 2008. I tried a range of addresses I had in 2006, when I originally signed up, and attempted to do password resets. Flickr: âInvalid email or password.â I even tried an address that Yahoo! emailed me at in 2018 concerning Flickr, and which Flickr itself said might be the correct email (use your Yahoo! username and add â@yahoo.comâ to the end of it).
I had no other option but to email their support, and mentioned that I was a paying Smugmug customer, given that the photo site now owns Flickr.
They have responded in a timely fashion, not telling me the email I had used, but said they had sent it a password reset in there.
Surprisingly (or maybe not, considering we are talking about another big US site again), the address was indeed one of the ones I had tried (Iâm glad I kept a record). Except now it worksâwhatâs the bet that post-enquiry, they fixed things up in order to send me that reset email?
I thanked the support person for the reset email, but suggested that they had some bugs, and fixing them would mean less for him to do.
Don Marti linked an interesting article in The Drum in which he was quoted. Duck Duck Go, Firefox and Github have all opposed Googleâs new FLOC tracking method. Meanwhile, Bob Hoffman points out that only four per cent of Apple users have opted in to tracking after the Cupertino companyâs new OS opted you out by default.
Most of the time, people tell me that they find targeted ads âcreepyâ as they appear from site to site, so itâs no wonder that take-up has been so low with Apple users. So if not FLOC, then what?
Well, hereâs a radical idea: show ads on sites that have subject-matter relevant to the advertiser. Itâs what happened before Googleâs monopoly, and there were plenty of smaller ad networks that did a great job of it. The prices were still reasonable, and Google wasnât taking a big cut of the money earned. Of course Big Tech doesnât like it, because they wonât earn as much, and the old system actually required people with brains to figure out how best to target, something creepy tracking has tried to replace.
The old methods, with their personal touch, resulted in some creative advertising workâI remember we had some page takeovers on Lucireâs website where the traditional header was redesigned to show off the R55 Mini, thanks to one of our earlier ad directors, Nikola McCarthy. No tracking involved, but a great brand-builder and a fantastic way for Mini to get a fashion connection. Ads with tracking are so transactional and impersonal: âBuy this,â or, âYouâve searched for this. Buy this.â
I doubt it does the brands much good, and before you say that that doesnât matter, let me also add that it canât do the humans much good, either. The userâs purpose is reduced to clicking through and buying; so much for building a relationship with them and understanding their values. That isnât marketing: itâs straight selling. Which means the marketing departments that put these deals together are doing themselves out of a job. Theyâre also spending money with a monopoly that, as far as I have read, doesnât have independently certified metrics, which 20 years ago would have been a concern with some agencies.
I do like innovations, but every now and then, I feel the newer methods havenât done us much good. Tracking is tracking, no matter what sort of jargon you use to disguise it.
Tags: 2000s, 2021, advertising, Aotearoa, Apple, BMW, Bob Hoffman, bug, bugs, Don Marti, Flickr, Google, JY&A Media, Lucire, marketing, media, Microsoft, Mini, New Zealand, privacy, publishing, Smugmug, USA Posted in business, internet, marketing, media, New Zealand, publishing, technology, USA | No Comments »
05.03.2021
All galleries can be seen through the ‘Gallery’ link in the header, or click here (especially if you’re on a mobile device). I append to this entry through the month.
Sources
Ford Taunus by Otosan, 1992: more at Autocade.
Tipalet advertisement, sourced from Twitter. Based on what my parents told me, this wouldnât have appealed even then!
Fiat Ritmo Diesel, Tweeted by Darragh McKenna.
Emory University letter, Tweeted by HaĂŻtian Creative.
The Jaguar XJ-S was first marketed as the S-type in the USâmore at this Tweet from the Car Factoids. More on the XJ-S here on Autocade.
Bree Kleintop models Diff Charitable Eyewear, shared on Instagram.
Alisia Ludwig photographed by Peter MĂŒller, from Instagram.
The Daily Campus, February 19, 2021, and Metropolitan Police newspaper quote, sourced from Twitter.
Ford Cortina Mk II 1600E two-door, one of 2,563 made for export only. Source: the Car Factoids on Twitter.
Alisia Ludwig photographed by Weniamin Schmidt, shared on Instagram.
Ford Cortina Mk II 1600E advertisement, sourced from Twitter.
Morris 2200 HL advertisement: more on the car at Autocade.
More on the Dodge Charger L-body at Autocade.
More on the Samsung XM3, also at Autocade.
Tags: 1950s, 1959, 1960s, 1970s, 1975, 1976, 1980s, 1982, 1990s, 1992, 2019, 2020, 2021, advertising, Autocade, British Leyland, car, Chrysler, Dodge, error, Fiat, Ford, Germany, Instagram, Italy, Jaguar, Korea, marketing, media, modelling, newspaper, Otosan, racism, Renault, retro, Samsung, Turkey, UK, USA Posted in business, cars, culture, gallery, marketing, UK, USA | No Comments »
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