Surviving the Process of Elimination
“There are a lot of layers of competition to get through . . . the challenge that Chevrolet has in marketing . . . How do you get them into the seat to even drive the car?”
Tom Shellworth, 30-year Chevrolet...
Surviving the process of elimination
Consumers choose brands by rapid elimination of those that do not meet their needs. Advertisers must survive this by ensuring that their brand complies with what the product `must have' (or `must not have').
