Comments on: Marketing A Negative http://www.red-sweater.com/blog/341/marketing-a-negative Mac & Technology Writings by Daniel Jalkut Sun, 6 Jul 2008 15:06:45 +0000 http://wordpress.org/?v=2.5.1 By: Daniel Jalkut http://www.red-sweater.com/blog/341/marketing-a-negative#comment-112254 Daniel Jalkut Mon, 11 Jun 2007 16:56:42 +0000 http://www.red-sweater.com/blog/341/marketing-a-negative#comment-112254 András: good points. But one difference between your example, "no bugs," and the no franchise marketing is that software bugs are universally reviled. To take an even more extreme example, it wouldn't be marketing a negative to say "No Murder" on the front page a of web site. I guess what I think is interesting about the Pret approach is the way that they fully and publicly embrace a negative that at least <em>some</em> of the public will also agree is a negative. András: good points. But one difference between your example, “no bugs,” and the no franchise marketing is that software bugs are universally reviled. To take an even more extreme example, it wouldn’t be marketing a negative to say “No Murder” on the front page a of web site.

I guess what I think is interesting about the Pret approach is the way that they fully and publicly embrace a negative that at least some of the public will also agree is a negative.

]]>
By: András Puiz http://www.red-sweater.com/blog/341/marketing-a-negative#comment-112107 András Puiz Mon, 11 Jun 2007 10:28:01 +0000 http://www.red-sweater.com/blog/341/marketing-a-negative#comment-112107 I've been thinking hard about this, and I'm still not sure if this constitutes "marketing a negative." True, in the most concrete, literal sense of the expression, "no franchising" is a negative, but then so would be "no bugs," or just about anything that describes the lack of something. To me, this is less of a negative and more of a business choice: while many fast food corporations choose to sell franchises, thereby sending their customers to a franchisee rather than dealing directly with them, Pret a Manger chooses to operate each outlet itself. This may only be a negative for prospective franchisees, but definitely not for customers. I’ve been thinking hard about this, and I’m still not sure if this constitutes “marketing a negative.” True, in the most concrete, literal sense of the expression, “no franchising” is a negative, but then so would be “no bugs,” or just about anything that describes the lack of something.

To me, this is less of a negative and more of a business choice: while many fast food corporations choose to sell franchises, thereby sending their customers to a franchisee rather than dealing directly with them, Pret a Manger chooses to operate each outlet itself.

This may only be a negative for prospective franchisees, but definitely not for customers.

]]>
By: Adrian http://www.red-sweater.com/blog/341/marketing-a-negative#comment-106950 Adrian Sat, 02 Jun 2007 22:39:19 +0000 http://www.red-sweater.com/blog/341/marketing-a-negative#comment-106950 Heh, well don't I look silly. The possibility had occurred to me (after I'd posted). When I moved to the UK in the mid-nineties I was alarmed to discover those sandwiches in triangular plastic boxes bearing use-by dates - they just seemed like such a crime against food. It was surprisingly difficult to find decent espresso in London too and I gradually realised that this was part of a bigger picture: you could get brilliant food at expensive restaurants but the day-to-day experience was going to be a bit grim. "Make it grim; if possible, make it dire," seemed to be the philosophy. Luckily, the beer was good. Sandwiches are a plentiful lunchtime option here too. They tend to come from characterful cafes and be made with fresh ingredients and bread from real bakeries. Yum. Plastic boxes have found their way here, but they're restricted to places like petrol stations where expectations are low anyway. Heh, well don’t I look silly. The possibility had occurred to me (after I’d posted).

When I moved to the UK in the mid-nineties I was alarmed to discover those sandwiches in triangular plastic boxes bearing use-by dates - they just seemed like such a crime against food. It was surprisingly difficult to find decent espresso in London too and I gradually realised that this was part of a bigger picture: you could get brilliant food at expensive restaurants but the day-to-day experience was going to be a bit grim. “Make it grim; if possible, make it dire,” seemed to be the philosophy.

Luckily, the beer was good.

Sandwiches are a plentiful lunchtime option here too. They tend to come from characterful cafes and be made with fresh ingredients and bread from real bakeries. Yum. Plastic boxes have found their way here, but they’re restricted to places like petrol stations where expectations are low anyway.

]]>
By: Daniel Jalkut http://www.red-sweater.com/blog/341/marketing-a-negative#comment-106744 Daniel Jalkut Sat, 02 Jun 2007 14:38:21 +0000 http://www.red-sweater.com/blog/341/marketing-a-negative#comment-106744 Bob: Yeah, totally! Bob: Yeah, totally!

]]>
By: Bob Peterson http://www.red-sweater.com/blog/341/marketing-a-negative#comment-106617 Bob Peterson Sat, 02 Jun 2007 05:54:05 +0000 http://www.red-sweater.com/blog/341/marketing-a-negative#comment-106617 OK, cool. This reminds me a little of a modern version of an automat! OK, cool. This reminds me a little of a modern version of an automat!

]]>
By: Daniel Jalkut http://www.red-sweater.com/blog/341/marketing-a-negative#comment-106600 Daniel Jalkut Sat, 02 Jun 2007 04:34:16 +0000 http://www.red-sweater.com/blog/341/marketing-a-negative#comment-106600 Adrian: to be clear, I'm not a Brit. I'm from the US. In the US it seems quite common for sandwiches in plastic wrappers to be of some age greater than one day old. Adrian: to be clear, I’m not a Brit. I’m from the US. In the US it seems quite common for sandwiches in plastic wrappers to be of some age greater than one day old.

]]>
By: Adrian http://www.red-sweater.com/blog/341/marketing-a-negative#comment-106590 Adrian Sat, 02 Jun 2007 04:21:06 +0000 http://www.red-sweater.com/blog/341/marketing-a-negative#comment-106590 "Not only do they have a wide selection of cold sandwiches (made fresh that day, it seems)" Only a Brit would think it's a bonus rather than a necessity for a sandwich to be less than a day old! Bless you Daniel. “Not only do they have a wide selection of cold sandwiches (made fresh that day, it seems)”

Only a Brit would think it’s a bonus rather than a necessity for a sandwich to be less than a day old! Bless you Daniel.

]]>
By: Julian Cheal http://www.red-sweater.com/blog/341/marketing-a-negative#comment-106463 Julian Cheal Fri, 01 Jun 2007 18:35:34 +0000 http://www.red-sweater.com/blog/341/marketing-a-negative#comment-106463 Glad you enjoyed Pret Daniel. I only discovered Pret when my girlfriend took me to Leeds this last weekend. We don't have one where we live (as it is the countryside two hours from any major town or city!) so I really enjoyed it when I was there. It is a bit pricey, but I guess you get what you pay for. Saying that, we have really good independent organic coffee shops were we live. Glad you enjoyed Pret Daniel. I only discovered Pret when my girlfriend took me to Leeds this last weekend.

We don’t have one where we live (as it is the countryside two hours from any major town or city!) so I really enjoyed it when I was there. It is a bit pricey, but I guess you get what you pay for.

Saying that, we have really good independent organic coffee shops were we live.

]]>
By: Daniel Jalkut http://www.red-sweater.com/blog/341/marketing-a-negative#comment-106459 Daniel Jalkut Fri, 01 Jun 2007 18:20:54 +0000 http://www.red-sweater.com/blog/341/marketing-a-negative#comment-106459 Bob: a lot of people in the US retort with this. But until you've seen the sheer quantity <em>and</em> quality of cold-wrapped sandwiches in the UK, it's impossible to understand the difference. The picture <a href="http://www.pret.com/about/" rel="nofollow">here</a> gives a good idea of what a sandwich takeaway section looks like in the UK. Bob: a lot of people in the US retort with this. But until you’ve seen the sheer quantity and quality of cold-wrapped sandwiches in the UK, it’s impossible to understand the difference. The picture here gives a good idea of what a sandwich takeaway section looks like in the UK.

]]>
By: Bob Peterson http://www.red-sweater.com/blog/341/marketing-a-negative#comment-106458 Bob Peterson Fri, 01 Jun 2007 18:19:26 +0000 http://www.red-sweater.com/blog/341/marketing-a-negative#comment-106458 Where do y'all live in the U.S.A.? Around here, west of Boston, every last grocery store and convenience store has wrapped cold sandwiches ready to go. Where do y’all live in the U.S.A.? Around here, west of Boston, every last grocery store and convenience store has wrapped cold sandwiches ready to go.

]]>