Pi-Consulting

Sometimes a whole product sector mutates as a result of fallout from a deliberate marketing ploy. Lessons can invariably be learned.

The tequila story is one such parable for marketers, one of those examples of how, if you listen very carefully, you can actually hear the consumer talking. He/she will probably tell you when you’re drifting off-track and what to do about it, provided you (a) read your market research – sounds a bit like “eat your greens”, doesn’t it? – and (b) avoid the fatal temptation of assuming that the consumer is an impressionable idiot who will buy pretty much anything if your advertising tells them enough times that they want it. To update the famous words of David Ogilvy, “The consumer is not a moron; he — or she — is your Significant Other”. (Nothing if not politically correct, this website). (more…)